Walkers Crisps Escape ITC Censure

An advert for baked bean flavour Walkers Crisps, in support of Comic Relief, provoked a flurry of complaints to the ITC over what was considered to be “a bad taste portrayal of flatulence.”

The ITC received a total of 88 complaints over the ads, created by Abbott Mead Vickers BBDO, which featured various well-known celebrities eating the crisps and breaking wind. The majority of complainants objected to the ad on the grounds that it was in bad taste. Nine complainants were particularly concerned that children might be encouraged to copy the advertisement.

However, the ITC ruled that the context and purpose of the commercial would have made widespread offence unlikely. In its report, the ITC commented: “The charitable aims behind the advertising, the good-natured approach of the Walkers’ campaign generally and the childish humour that characterises Comic Relief all reduced the chances of significant offence.”

Earlier this month, it emerged that the BBC is to to take its dispute with BSkyB over a satellite broadcasting deal to the ITC after talks between the two broadcasting giants collapsed (see BBC And BSkyB Set To Take Digital Disagreement To ITC).

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