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Product: Publishing (Television Programme)
Agency: Publicis Dublin
ASAI Code 6th Edition: 5.3, 5.4, 5.5
A cinema advertisement, set in a fish processing plant, featured a metal skip with a conveyor belt transferring fish into the skip. A fisheries forecast can be heard in the background followed by music that builds to a crescendo at the end of the advertisement, which, added to the dark background of the metal skip, led to an overall ‘eerie’ atmosphere. Fish are shown on the conveyor belt being dropped into the skip and after some moments, a severed human arm is also shown being dropped from the conveyor belt into the skip.
Tagline: “Gripping new Irish drama. TG4.tv
An Bronntanas. Starts 23rd of October.”
The complainant attended a matinee screening of Teenage Mutant Ninja Turtles at the Cineworld cinema in Dublin with his young son where they viewed the TG4 advertisement. The complainant considered that the tone of the advertisement was very ominous and distressing and considered that his son had been distressed by the use of the severed arm in the advertisement. The complainant said that the advertisement was adult in tone and was not suitable for a matinee screening of the Teenage Mutant Ninja Turtles movie.
The advertiser stated that they did not believe that the content of the advertisement was offensive to the vast majority of the public, however they regretted that the content was shown in an environment where it could cause distress to a young person. They said that the advertisement was no longer running in cinemas and were they to run it again, they would ensure that the content was not viewed by younger viewers.
Complaint not upheld.
The Complaints Committee considered the detail of the complaint and the advertisers’ response. The Committee noted that the advertisement had aired during a matinee performance of a 12A rated film during which young children could be present. The Committee also noted the intention of the advertiser in relation to any future use of the advertisement. They decided that taking account of the 12A rating and the actual nature of the content, the advertisement was not inappropriate. In the circumstances, the Committee considered that the advertisement was not in breach of Sections 5.3, 5.4 and 5.5 of the Code.
No further action required.