Children Still Greatest Concern In Advertising
ASA research into serious offence in non-broadcast advertising has revealed that issues relating to children are most likely to provoke the public.
The strongest taboo in advertising remains the portrayal of children in a sexualised manner, followed by the portrayal of women in sexually degrading situations and the use of images and words unsuitable for children’s eyes. With regards to the latter point, 92% of the 2,000 respondents in the survey conducted by BMRB said that a cautious approach should be taken with poster advertising because children might see it.
Christopher Graham, director general of the ASA, said: “This research confirms that there is broad support for the ASA’s approach to serious offence in advertising. But advertisers must heed the warnings that the UK public have given them. Whilst some of society’s attitudes have changed over the years, portraying children in a sexual way is unacceptable and will not be tolerated in non-broadcast advertising.”
The research also found that two thirds of people enjoy seeing ads, with the percentage rising to 74 for 15-24 year olds. Having said that, 19% of respondents said that they had been personally offended by ads they had seen in the past year, and 32% said that they had seen ads which, whilst not causing them offence, they thought would offend others. In the younger, 15-24 year old age group, this figure was up to 48%. 79% of those questioned thought that if an ad causes serious of widespread offence it should be banned. 49% strongly agreed that this was the case.
Posters were thought most likely to cause serious offence, but internet advertising was the medium most likely to cause serious offence amongst those who had seen it. The survey found that 86% of adults thought that when buying a particular type of newspaper or magazine, adults should know the type of advertising to expect inside.
ASA: 020 7580 5555 www.asa.org.uk
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