ITC Keeps An Eye Out For Carling

After receiving 89 complaints from viewers offended by an advert for Carling lager the Independent Television Commission (ITC) concluded that although the ad could be seen to be in “bad taste” it was still suitable for general viewing.

The commercial takes place in a bar where a woman tricks a man into giving up his pint of Carling by pretending to remove her false eye and drop it into his glass. She then drinks part of the man’s pint, which apparently includes the eye, and slaps herself on the back of the head knocking the eye back into place. The commercial ends with the word “blinding”.

Those who complained believed that the commercial was in “unacceptable bad taste” and objected to what they saw as a “mocking portrayal” of those that had lost an eye and now had to cope with the disability. 37 complainants said that they had been distressed by the commercial because they, a member of their family or a friend had lost an eye in many cases due to cancer, and a number found the commercial insensitive as their child had lost an eye. A complaint was also received from the Retinoblastoma Society representing children affected by cancer of the eye.

The advertisers responded saying that the commercial was never intended to cause any offence to viewers. “The intention had simply been to make an engaging piece of advertising that people would enjoy.”

The ITC acknowledged that some viewers would be likely to find the central joke in the commercial in bad taste, but whilst it regretted the distress caused it concluded that: “The advertisement did not contain a damaging or undermining portrayal of disability and was not unsuitable for general viewing.” None of the 89 complaints were upheld.

ITC: 020 7306 7743 www.itc.org.uk

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