IPC’s Later Poster Campaign Censured By ASA

Two posters in the campaign for IPC Magazines’ new men’s title, Later, have been removed by the Advertising Standards Authority (ASA) because of their references to drug use. The national campaign was launched last week and was immediately targeted by the Committee of Advertising Practice (CAP) as being unacceptable.

One of the posters read: “Get Some Coke For Jamie’s Party.” Underneath this were two tick boxes offering a choice of “1 Gram” or “2 Litres”. Another poster, in the same format, said: “Grass – mow it or smoke it.” An IPC spokesperson said that the ads had intended to illustrate the choices and decisions that face men; there wasn’t an intention to condone the use of drugs, she said.

Despite this, publisher Robert Tame told Newsline prior to the title’s launch, that the £2.5 million campaign was likely to ‘court controversy’ (see IPC Outlines Marketing Plans For Later). The creative for the cross-media campaign was created by Fallon McElligott.

A spokesperson for the ASA described the Later promotions as a “very irresponsible campaign”. The two posters formed part of a series of six and were intended to be displayed again next week, but this has been prohibited by the ASA and CAP. The remaining posters, which make no reference to drugs but follow the same format, will continue.

Later was launched by IPC last week and is targeting the older male, aged 25-40, who is supposedly more mature than his Loaded-reading counterpart.

Advertising Standards Authority: 0171 580 5555 IPC Magazines: 0171 261 6575