Unit 30 - Advertising Standards Authority Rulings

Flora buttery 

The animated TV advert had received 138 complaints. The advert showed two kids walking in on their parents 'wrestling' in their bed. The complaints made about this advert was that it was offensive and unsuitable for children to see. However, the ad was then not ruled out as it did not contain any sexually graphic or distressing scenes. They came to this decisions as their was nothing in this advert that was inappropriate. There was no nudity or unpleasant scenes that would make it bad for a younger audience to see. Some children may not even understand what the advert is about. To conclude I agree with the ASA to not upheld this advert as you don't see anything. The cartoon doesn't show the parents in bed and they aren't making any noises which would send kids the wrong message.

XLS-Medical Max Strength

Last year the XLS-Medical Max Strength had 200 complaints as it showed two fit women using the pills so they could fit into their holiday clothes. Many people disliked this advert because it showed two woman who did not need to lose weight taking these pills. People complained that it promoted unhealthy body image, particularly young girls who suffers from eating disorders. The ASA had ruled of the actress' "already healthy slim appearance" with her "poor body image and confidence" created the impression that weight loss was desirable. The ad was then taken off TV and the company was then advised to ensure their products aren't presented like that again. In my opinion I agree with the ASA and the complaints for taking this advert down as it could do some damage to young girls who issues with their body. The two slim woman on TV are fit and healthy and give the impression that they need to be Skinner to be pretty. Furthermore, this pill is for people who want to lose weight and the actresses should've been people who are overweight and want to lose. 

Save the children fund

Another ad that had received a lot of complaints was 'save the children fund'. It had received 614 complaints as it showed a woman giving birth to a baby with the help of a midwife. Many people complained that this ad was offensive, inappropriate, overly graphic and distressing to show a woman giving birth on TV. Many people did not like the idea that the ad was so graphic. Complaints received talked about younger audiences being too young to see this and that it would make it upsetting for woman who cannot have kids or woman who have gone through miscarriage. They also spoke about not being clearly warned about the idea so people did not have the chance to think whether they wanted to see the ad. They came to this decision to not upheld the ad and put it on around later times at 9 pm so younger audiences wouldn't watch this type of ad. Finally I agree with ASA to put the ad on for later times so younger audiences wouldn't have to view this. This advert is mostly for adults so should be put on at the time when kids are asleep.