Marmite And No 7 Ads Withdrawn

The ITC has published its advertising complaints bulletin for November and December 1996.

The report begins by drawing attention to the danger of using flashing and repetitive images in adverts. The ITC received complaints about 7 different commercials in 1996 reported to have triggered epileptic seizures in viewers. Boots No 7 cosmetics “Black” and “Red” adverts, featuring flashing and flickering images were found to be responsible for causing seizures on a number of occasions. The ITC found that the commercials did not comply with technical guidelines and instructed the BACC to suspend the adverts. Similarly, the ITC required two Marmite adverts to be withdrawn. Images used in the commercial failed to meet technical guidelines developed to avoid causing seizures in viewers.

The report also highlighted the need for clarification on give-away promotions. The ITC is particularly concerned that some snack-food promotions are misleading. A KP Skips advert was found to have inferred that “Video Action Cards” were free in every pack, in fact they had to be sent off, for enclosing tokens from 3 packets of Skips. The ITC considered the advertisement misleading and asked for the mechanism for obtaining free goods to be made clear in any similar promotions in future.

…..The ITC has also released it programme complaints report for January 1997. One upheld complaint merits particular attention. The National Television Awards, produced by Grampian for ITV, was found to have breached the Code’s requirements governing references to commercial products and services. It breached the Code on two counts; firstly the presenter announced that the trophy was designed by H. Samuel and there was a written end-credit to this effect; secondly, the model Caprice presented an award and there were several references to her as the figure of Wonderbra.

ITC: 0171 306 7743