The key to good advertising is grabbing the public’s attention and making an impact. A good advertising campaign is talked about time and time again. However, sometimes brands go a little too far and take things to the next level. In Britain, when a television advert causes offence, the public take to the ASA, the advertising standards authority to express their disgust. Here are some of the most controversial UK ads in recent years.
Paddy Power’s blind advert
During 2010, Paddy Power released a television advert which began with a team named as “Blind Wanderers FC” which depicted two teams of blindfolded footballers playing a game. During the match, a cat runs into the pitch and is kicked. The advert received a number of complaints for two reasons. Some people were concerned about the advert offending the blind. Other people had animal cruelty in mind and worried that the advert encouraged it. However, it was generally agreed by the ASA that the advert was clearly intended to be light hearted and was unlikely to cause serious offence or encourage cruelty to animals.
Marie Stopes sex advice advert
In 2010, an advert was screened which informed the public of sexual and reproductive advice services. The advert referred to a number of sexual advice services which resulted in complaints from some viewers that the advert advocated and promoted abortions. However, the complaints were thrown out by the ASA who agreed that the adverts did not advocate any course of action and merely offers advice to those with an unplanned pregnancy, along with a number of other services.
Neglected Marmite advert
In August of 2013, Marmite’s latest advert caused outrage. The advert depicts a team saving jars of Marmite from neglected households. Viewers complained that the advert trivialised the important hard work of animal rescue agencies who protect animals from neglected households. Other people believed that the advert mocked charities such as the NSPCC who rescue children from neglect. In response to the complaints regarding animal welfare, Marmite donated £18,000 to the RSPCA as an apology for causing offence. Opinions on the matter were split as some views felt that it highlights the work of animal charities.
Go Compare’s advert
Go Compare’s advert featuring an opera singer fuelled more than 2,000 advertising complaints during 2012 which nearly doubled the total number of complaints in the UK financial sector. Viewers felt compelled to complain about the advert which showed a football player kicking a football into the singer’s stomach. Another Go Compare advert incited complaints due to a scene where a woman wears a balaclava and shoots the opera singer with a bazooka. Viewers felt that the scene trivialised war and terrorism.
Phones 4u’s ghost girl advert
In 2011, a Phones 4U advert which depicted a ghost like girl fuelled more than 600 complaints. The girl is likened to a character from the horror film The Ring. Viewers felt that the images were inappropriate for mainstream viewing and could cause stress for children.
Tim Harvey has worked in advertising for 25 years. He often refers people to www.discountbanners.co.uk to advertise their business.
Marty Huggins
