Concerns were raised by the ITC in their monthly report out today over an ad for Walkers crisps, depicting Gary Lineker, the former England football captain, stealing a packet of crisps from a young boy. The Commission rejected 29 complaints about the Walkers crisps commercial but issued guidance on portraying children going off with strangers and the treatment of theft.
Complainants thought that it was irresponsible to show a child going off with a stranger. Others felt the slogan No More Mr Nice Guy endorsed anti-social behaviour. The ITC believed the mother should have been included in the end of the advertisement to reinforce her control of the situation.
The ITC has upheld some complaints objecting to advertisements “inappropriately” scheduled. This move comes after the Levi tranvestite ad, and a Daily Mirror ad which publicised a survey on teenage sex and extra-marital affairs were broadcast in breaks between the film Home Alone. Although the ads were broadcast after 9pm, the ITC thought the likely high child audience should have been taken into account.
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