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Gunning for the ASA

Posted in Advertising, Media, Branwell Johnson, Latest reporters' blogs November 20th, 2007 by Branwell Johnson

The ASA is to take a look at violence in advertising as the number of complaints has gone up by nearly a third in the past 12 months and the number of ads complained about doubled. Anyone want to hazard a guess why?

I don’t think it can be because many companies are flouting the ASA guidelines. The creative and buying agencies know when the watershed is and many of the products – from films to computer games – are certificated. They are not foolish enough to stick an ad for Hostel II in the middle of the Milkshake strand.

However, there are pressures from two different directions. First of all the plethora of games, DVDs, films and music albums are all trying to achieve cut through from their competitors. Striking images that grab the attention are needed and as the products themselves become “edgier”, for example the Saw film series, this will be reflected in the promotional materials.

Coming from the other side, and just as powerful, is the increasing sensitivity of our society to such violent images. The rising number of violent crimes and fatalities among youngsters, (like Rhys Jones in Liverpool) with guns and knives the weapons of choice, are making the more law-abiding members of society flinch. Throw in the Columbine-style college and school killings of this year in other countries and it’s no wonder the questions are being raised.

But as ever, there is an argument that says if the product is legal then it should be legal to promote it. The debate should be over the medium used and its accessibility to youngsters. I would suggest Outdoor is a no-no.

Also, as youngsters seem to have little difficulty in acquiring 15 or 18 rated games and DVDs – and often are given license to by their parents – maybe it’s those industries and their distribution networks that need to get their house in order.

To read the news story related to this blog, visit mad.co.uk