ASA Upholds First SMS Ad Complaint

The ASA has made its first adjudication on SMS advertising and has upheld a complaint against a computer games company for sending a spoof text message asking people to report for army duty.

The ASA received complaints from a former member of the British army who felt that the text message, which stated: “Please report to your local army recruitment centre immediately for your second tour of duty. Commandos 2 on PC,” was likely to cause “undue fear and distress.”

The advertisers, Eidos Interactive, said that the message had been designed in the manner of a Second World War call out to new recruits and had never been intended to cause any offence. They admitted that the message was “insensitive” and gave their assurance that the campaign would not be repeated. The ASA concluded that at first glance the text message could distress recipients and welcomed the advertisers decision not to show it again.

SMS advertising has enjoyed a steady period of growth over the last twelve months and the Mobile Data Association predict that by the end of next year the number of text messages being sent world-wide every month will reach 20 billion (see Text Messaging Breaks Billion Barrier).

ASA: 020 7580 5555 www.asa.org.uk