Nike Euro’96 Ad Draws Complaints

The ad campaign run by Nike during Euro ’96 drew 109 complaints, according to the ITC’s monthly complaints report.

The ad featured soccer stars battling against forces of evil in a ruined amphitheatre which, the ITC believed, constituted a “threatening” atmosphere. Most objections were about the advertising being shown when young children were likely to be watching. Over 30% of these complaints reported that very young children had been frightened or upset by the ad. Other viewers complained about what they saw as satanic and violent imagery.

These complaints were upheld and the ad was restricted to broadcast after 9pm. A deal was struck however whereby an edited version of the ad was allowed to be screened during football matches before the watershed.

There was also an industry body complaint regarding the use of Jan Leeming in an ASDA advert because under ITC rules celebrities are not allowed to endorse medicinal products. The advertiser defended itself however by arguing that as Jan Leeming had not read the news since 1987 and had not appeared on television regularly for five years she could not be regarded as a celebrity. The ITC upheld the complaint, believing that Ms Leeming was still a familiar face and voice to the British public. An edited text-only version of the ad subsequently replaced the original.

ITC: 0171 255 3000