Bad language and violence are the last no-go areas for advertising, according to new research conducted by Grey.
90% of people interviewed would like to severely restrict the use of strong language in advertising, banning it at least until after the 9.00pm watershed. 90% of correspondents would similarly like tough restrictions on violence, at least until after 9pm.
27% of people felt that references to gay and lesbian people should be banned in advertising. And, 24% said that they would like to ban all references to drugs in advertising, although a further 35% said that they thought it was acceptable, as long as it was treated sensitively and in the right context.
Other areas traditionally taboo in advertising were considered acceptable, as long as the subject matter was treated with respect. Only 10% of people surveyed thought death should be banned from advertising and 12% would ban sex from advertising, although 53% were in favour of restricting it until after the watershed.
The survey also highlighted a number of issues to which people thought advertising should make more reference: 37% said that they would like to see more reference to disabled people and 25% said they thought that there ought to be more reference to racial minorities.
Nigel Sharrocks, managing director of Grey, said: “With the exception of bad language and violence, people do feel comfortable about the use of traditionally taboo subjects in advertising, as long as they are shown in an appropriate context.”
Overall, the survey showed that people felt favorably towards advertising. Only 10% of people said that they thought it often set a bad example to others, while 75% said TV advertising can inform and educate and 85% said that it sometimes amuses and entertains them.
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