So the VAST majority have no problems with the adverts, and we are supposed to be living in a democracy, and yet a few people moan and the Ads get pulled! Andy GM Wood, Kingston upon Thames Clearly some Companies have realised that the enormous free publicity from the airing of the complaints is beneficial "no such thing as bad publicity" , so they try to offend again.
The punitive measures must be increased to counter-act this benefit. Alan Clarke, Leeds, UK. Why the constant obsession with homosexuality in adverts?. It is clear that this is an attempt to make homosexuality fashionable and politically correct. Ali Blackwool, Hansted I don't normally write in to complain Ross Gordon, Godalming Yes, it is only right and proper that a body like the ASA exists, and its rulings are usually sensible, although I do wonder at the nature and mind-set of some of the complainants.
What is far more annoying and frustrating is the manner in which such ads are used, particularly TV ads. Quite apart from the issue of suitability of certain ads at certain times, it is the sheer bulk and repetitiveness of ads that is so depressing. This made advertising tolerable on commercial TV. Now it's a free for all with breaks, it seems every ten minutes, making some programmes effectively unwatchable and then they wonder at declining audiences!
What is needed is a body like the ASA whose brief is to handle complaints about the use and frequency of advertising, particularly in broadcasting, with the powers to intervene and compel broadcasters to make changes where it deems them appropriate. Stuart Dollin, Halifax UK It's probably the same bigoted people voting each time any sign of a gay liaison appears on screen. How is seeing two men or women kiss any less appropriate than seeing a heterosexual couple kiss?
Equality laws came into force last week - not that you would know it judging by these results. Craig E, Bath At what point is a line drawn. If you put a hundred people in a room and start showing commercials, there will be at least one person offending by every single one. We as a society have become so paranoid that someone may be offended by something that we advertisers have found the shock value in creating a scandal is far more useful in bringing attention to a product than a bland ad that no one would give a second glance at.
I'm not stupid, but I couldn't be sure it was faked. Jane, Leigh on Sea, UK All these adverts beg the old saying that there are people out there just waiting to be insulted so they can complain. Adrian Cox, Coventry How can any of these complaints been seen as offensive, when the most offensive thing on TV is the esure ad's with Michael Winner.
They would have been funny at most times except now - when thanks to Dubya most people in the world believe it to be true. In general though, I am impressed with the tolerance the Brits display towards their ads - notwithstanding all those complaints, I think the advertising is immensely creative and the Brits are, in general, darn good sports! Kazi, London Some people seem to live in worlds of their own, I just stumbled upon this article and find it amusing that so many people can find the time to complain about the content of an advert, I dread to think what happens when the T.
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But the fifth most complained about ad of - for John Lewis - was another one that featured a less than happy animal. It showed a Christmas scene in which a dog was living in a kennel outside surrounded by snow. It provoked complaints and even calls for a boycott of the company until John Lewis opted to remove the section involving the dog. One angry viewer posted on a forum: "I felt very low after watching this advert.
I feel it condones animal cruelty. A dog left outside in the thick snow could end up with a fatal case of hypothermia. There's a good reason for using animals in ads, says Claire Beale, editor of Campaign magazine, but there can be pitfalls. Of course, many advertisers adopt deliberately edgy themes either in order to generate media coverage or to to target a particular demographic which is less sensitive.
Humour and absurdism can allow advertisers to push the boundaries. Disabled campaigners suggested that the portrayal of the blind footballers was demeaning, and a common provocation is is anything that can be construed as offensive to minorities.
Other causes of offence include violence, blasphemy, sexism and, a very common source of complaint, general unsuitability for children. And offensiveness isn't the only reason adverts generate complaints. The most common cause for complaints in broadcast ads is offence, but the vast majority of complaints for non-broadcast ads are about misleading messages.
Complaints have also been received from some users of the BBC's website in the UK who say they can see the adverts. A BBC spokeswoman said this was often down to companies that have servers based abroad, and urged those affected to use BBC. He added that an "editorial guardian" paid for BBC Worldwide, which is overseeing the advertising, had been appointed to help assess ad campaigns and give guidance on what may lead to a conflict of interest or compromise the BBC's journalism.
For all other inquiries please call the main Guardian switchboard on
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