Melinda Gets The Message From The ASA

The ASA’s monthly report was published today. The editorial warns advertisers to take care when using images or references to race or religion. An approach which is humourous and quirky might be acceptable to the public, but racism and offensive references to other nationalities clearly are not. The interpretation of advertisements is rarely black and white; confidential guidance on this matter is available from the CAP Copy Advice team.

The advert which shot Melinda Messenger to pin-up fame has received criticism from the ASA. The advert for Glevum Windows Systems, showing a scantily clad Messenger were withdrawn from the press following complaints. However, the Authority noted that bus shelter posters using the same image continued to appear. It considered the advert likely to cause serious or widespread offence and was concerned that advice not to use this approach, given by the CAP Copy Advice team before publication, had been ignored. The advertisers were asked not to use this approach again and the ASA upheld the complaints.

Another advert, which was considered to trespass into offensive territory, was Empire Interactive. The advert for the computer game in PC Zone magazine stated: “Just a fucking great game!” and “No Bullshit”. The complainants considered the use of profane language unacceptable in a magazine read by children. The publishers thought that the advertisement would be accepted by their core readers, men in their twenties. The complaint was upheld and the Authority asked the advertisers to take copy advice before they used swear words again.

ASA: 0171 580 5555

CAP Copy Advice Team: 0171 580 4100