ITC Fields Advert Complaints

The ITC’s latest report states that complaints were upheld against seven adverts broadcast in January 1999

Thirty viewers reported that they were unable to take advantage of Leo Burnett’s “Buy one get one free” Big Mac promotion, because restaurants had run out of stock. The complaints were rejected, as the ITC ruled that McDonald’s could not have anticipated the promotion’s extraordinary success, and noted that the company withdrew their advertising from air as soon as they became aware of the scale of the problem.

Viewers were also concerned that three campaigns were inappropriately scheduled.

Forty-three complaints were received about the Department of Transport’s ‘Kill your Speed’ campaign, made by Abbott Mead Vickers BBDO. The advert showed a graphically realistic road accident, and was criticised both for being shown before the 9pm watershed and for upsetting some viewers who had relatives who had died in similar accidents.

The ITC regretted the upset caused to those who were reminded of personal tragedies, but stated that graphic imagery had been shown to be acceptable when it was for such an important purpose. The Commission also noted the need for the message to reach a wide audience, and decided that the post 7:30pm restriction already carried by the advert was sufficient.

Independent Television Commission: 0171 255 3000