WHSmith Given Fat Chance By ITC

The ITC has ruled that WHSmiths’ ads featuring a family of overweight Geordies portrayed “exaggerated and fictitious” stereotypes which were unlikely to cause widespread offence.

A total of 129 complaints were received by the TV watchdog with regard to the ads, in which all characters are played by Nicholas Lyndhurst. They showed a thin, “snobbish”, well dressed family from the South regarding their North-Eastern relatives as unsophisticated. Complainants objected to what they saw as patronising or harmful stereotyping of either people from Newcastle or of overweight people generally.

The ITC decided that the “Geordie” stereotype was “within the bounds of acceptable humour” and unlikely to offend people from Newcastle or harm their reputation. The stereotyping of obese people was judged a more borderline issue “because those who are overweight can experience discrimination and mockery, particularly children.” However, it was decided that the portrayal of the overweight characters was done in a “pantomime” style which was likely to reduce the risk of distress or harm in this case. The complaints were therefore not upheld.

ITC: 020 7306 7743 www.itc.org.uk

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