Computeractive Launch Ads Receive Over 200 Complaints

The Independent Television Commission’s (ITC) February 1998 Television Advertising Complaints bulletin has reported that the TV launch campaign by Computeract!ve magazine received complaints from 243 viewers.

The ad showed a dog copulating with a man’s leg, apparently to allude to the ‘friendly’ nature of the magazine. Complainants felt that this was inappropriate imagery for television advertising, particularly for the early evening schedule in which it was placed.

The Broadcast Advertising Clearance Centre (BACC) had cleared this ad on the condition that it was not shown in a slot containing children’s programmes. The ITC, however, considered the material unsuitable for a general family audience. The ITC therefore upheld complaints regarding the pre-watershed scheduling, and instructed the BACC to impose a 9:00pm timing restriction.

Computeract!ve recently reported that it is one of the highest-selling computer magazines in the market at the moment. Publishers, VNU, claimed sales of over 200,000 copies for the first issue which hit the shelves at the end of February this year (subscribers see Computeractive Pleased With Initial Sales).

Independent Television Commission: 0171 306 7743