Marmite Ad Escapes ITC Censure

A national television advert for Marmite, featuring two men kissing, has escaped ITC censure, despite attracting 71 complaints.

The ad, which is part of Marmite’s ongoing ‘you either love it or hate it’ campaign, features a male lifeguard, who has just eaten Marmite, giving a male swimmer the kiss of life. When the swimmer regains conciousness, he clamps his mouth to the lifeguard who tries to fend him off.

Complainants objected to the ad on the grounds that the portrayal of a homosexual act was unsuitable for broadcast at times when children might be watching. Others opposed the ad on the grounds that the scenario undermined the role of lifeguards.

However, the ITC judged that Marmite’s “love it or hate it” campaign was now well established and viewers would generally have understood the joke: that the rescued man so liked the taste of Marmite that on coming round he acted impulsively and grabbed hold of the lifeguard.

Late last year, the ITC upheld complaints against Yahoo and alcopop drink, WKD on the grounds that they encouraged homophobia (see ITC Rulings Suggest Increasing Homophobia In Ads). Campaigners have vociferously criticised the stereotyping of gay men in advertising and the ITC has urged advertisers to tread carefully around this sensitive issue.

ITC: 0207 306 7743 www.itc.org.uk

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