Doritos Sponsorship Draws Complaints

The Doritos sponsorship credits for ITV’s season of movie premieres has provoked 97 complaints, it is reported in the ITC’s monthly complaints bulletin. The credits featured still photographs of famous movie stars, but with real mouths which made crunchy sounds and jokey remarks.

Most of the complainants objected to the sponsorship credits on the grounds that they were tasteless and insensitive and that it was inappropriate to make fun of what were mostly deceased actors. The ITC however believed that the majority of viewers would not have found the clips offensive. The watchdog did additionally note however that the credits had made “minimal attempt to inform viewers of Doritos’ role” as a sponsor of the movies and that many viewers had perceived them as advertisements.

Complaints were also received regarding a Labour Party Political Broadcast which introduced the phrase “Enough is Enough” to the sound of gunshots. Viewers found this insensitive in the wake of the Dunblane tragedy though the ITC thought that the majority of viewers would not have been distressed.

ITC: 0171 255 3000