ASA Upholds Further Complaints Against Vodafone

The ASA has upheld complaints against a Vodafone press ad on the grounds that it could encourage dangerous driving.

The ad, which appeared in The Times newspaper’s Play supplement, depicted a partly clothed couple on the bonnet of a car, with the woman straddling the man. The ad stated: “Get the flirting over with before you go home. Text – make your move while your still on the move.”

The complainants objected to the ad on the grounds that it was dangerous and irresponsible, implying the driver of the car had been texting whilst driving.

However, Vodafone claimed the ad showed a stationary car in a garage, highlighted by the use of props such as shelving and a stepladder. The company therefore believed that there was nothing in the ad that indicated either party had been texting while driving.

The ASA disagreed and felt that the strapline: “Make your move while you’re still on the move” implied that one of the individuals had been texting whilst driving. The authority concluded the ad was irresponsible and asked the advertisers not to repeat the approach.

Last month the ASA upheld complaints against a similar Vodafone ad, deeming it sexually gratuitous for depicting a couple in a sexually provocative embrace that could be seen by children (see ASA Censures Sexually Gratuitous Vodafone Ads).

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

Recent Regulation Stories from NewsLine ISBA Issues Guidance On Non-Conventional Billboard Sites ITC Rejects Complaints Over Michael Jackson’s Face IPA Welcomes Government Move To Self Regulation

Subscribers can access ten years of NewsLine articles by clicking the Search button to the left