ITC Bans Hot Emap TV Advert

Following reports of a large number of complaints to the Independent Television Commission last month, regarding the advert for EMAP’s new weekly Heat magazine (see Newsline), the watchdog has asked the EMAP to withdraw the adverts.

According to its monthly report, the ITC received complaints from 318 viewers about the ad, which showed different people in various situations appearing to burst into flames, although not being burnt. A significant number of complainants had had their own personal experiences with fire, or had lost friends of relatives in fire-related incidents.

A psychiatrist working with patients whose relatives had committed suicide by setting to fire to themselves was concerned at the distress that many people would feel on seeing the commercials.

The ITC decided that the distress caused to those personally affected by tragedies involving fire went beyond what could be justified in television advertising, and required the advertisements to be withdrawn.

ITC: 0171 255 3000