Advertising Complaints October 19971

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Advertising Complaints October 19971 Powered By Docstoc
					            October 1997
            EMBARGOED
            Not for use before 00.01 hours
            on Monday 8 December 1997




REPORT




            Television


            Advertising


            Complaints




         How Television Advertising
  is Controlled

The ITC is the statutory body created by the Broadcasting Act 1990 to
licence and regulate commercial television in the UK. Its remit extends to
all commercially funded television services broadcasting from the UK,
including satellite and cable services. The Act requires the ITC to draw up
and enforce a code on advertising standards and practice. The ITC also
has a duty under the Control of Misleading Advertisements Regulations
1988 to consider complaints about misleading television advertisements.

The ITC sets standards for television advertising through its Code of
Advertising Standards and Practice. This is adopted and reviewed after
wide public consultation. The ITC also consults regularly with the
Government and has a duty to carry out any government directions about
categories of products and services which may or may not be advertised.
In addition, the ITC receives regular advice on advertising standards from
an external advisory committee comprising representatives of both
consumer and advertising interests.

The ITC enforces compliance through a combination of prevetting
requirements and direct intervention. It requires the television companies
it licenses to employ trained staff to check advertising carefully before
accepting it for transmission. In particular they are required to satisfy
themselves that any claims are accurate and, where appropriate, to inspect
documentary evidence or seek the advice of independent consultants. The
majority of television advertising is vetted by a central body called the
Broadcast Advertising Clearance Centre (BACC) who act on behalf of a
number of ITC licensees collectively, including ITV, GMTV, Channel 4,
Channel 5, BSkyB and UK Gold. In practice, most television advertising
is submitted initially in script form and clearance for film production is
given only when the BACC, or the individual company, is satisfied that
there will be no breach of the rules. Where there is doubt about
interpretation of the rules the television companies are encouraged to seek
guidance from the ITC. These procedures, which are more searching than
those applicable to any other advertising medium, ensure that the vast
majority of advertisements which appear on television do not breach the
rules. The ITC does, however, monitor the finished output closely and
where necessary intervenes to require non-complying advertising to be
withdrawn. A decision by ITC to suspend or discontinue an advertisement
has mandatory and immediate effect and there are severe sanctions for
non-compliance.

The ITC considers all complaints which it receives about advertising and,
where an investigation is necessary, requires the television companies to
submit background material to it promptly so that an assessment may be
made with a minimum of delay. All complainants receive a personal reply
to their complaint.
CONTENTS




           1   Complaints of Substance


       10      Summary of Other Complaints


       19      Analysis
 Complaints

 of Substance

The following complaints appear to raise issues of substance in relation to the interpretation of
the Code of Advertising Standards and Practice.


                HARMFUL      SONY MINIDISC
                             Advertising agency: BMP DDB Needham


         COMPLAINTS FROM     20 viewers

     NATURE OF COMPLAINT     An advertisement for the Sony MiniDisc Walkman showed a young
                             man in settings reminiscent of a fast-action film, performing various
                             stunts. These actions are immediately copied by the first man's
                             double. The final action showed the men leaping from the bridge and
                             landing on the wagons of a moving train.

                             Complainants objected that this was a dangerous action to show as it
                             could be copied by children.

              ASSESSMENT     The BACC had cleared this commercial with a restriction that it
                             should not be shown in breaks in or around children's programming.
                             The ITC considered that the action shown was similar to that
                             commonly seen in action-adventure films and that the timing
                             restriction was an adequate response to the content.

                  DECISION   Complaints not upheld.


                HARMFUL      PEUGEOT 406
                             Advertising agency: Euro RSCG


         COMPLAINTS FROM     20 viewers

     NATURE OF COMPLAINT     A Peugeot 406 was being driven on an open road alongside a moving
                             train. The car and the train were approaching a level crossing and
                             would be likely to arrive at precisely the same time. At the last
                             moment it was revealed that the crossing barriers had in fact halted the
                             train to allow the car through.

                             Viewers objected that this commercial showed irresponsible and
                             dangerous driving, with several commenting on the number of
                             accidents that occur at level crossings.
        ASSESSMENT    The driving depicted in the commercial was, in fact, calm and
                      measured and, while the speed was difficult to assess precisely, it did
                      not appear inappropriate for the road conditions shown. The humour
                      of the final shot relied on the level crossing operating in a way which
                      was the reverse of reality and the ITC did not consider that it was
                      likely to prompt drivers to behave irresponsibly at level crossings.

           DECISION   Complaints not upheld.


      MISLEADING      BULL BOYS SHOES
                      Advertising agency: B & A


    COMPLAINT FROM    1 viewer

NATURE OF COMPLAINT   Advertising for this product offered a free gift with the shoes: "a
                      football autographed by Gareth Southgate, champion of the English
                      national football team". The speaker later repeated that "Bull Boys
                      give you the free gift football signed by Gareth Southgate". The
                      complainant objected that this could mislead children who might
                      expect each ball to be individually autographed rather than simply pre-
                      printed.

        ASSESSMENT    BACC told the ITC that, when they originally considered the script,
                      they thought it could mislead and they asked for text to be added
                      saying "Football with pre-printed signature". However, when the
                      finished commercial was viewed, the advertiser had not added the
                      warning. The BACC decided that, although some people might infer
                      that the signature was an actual autograph, most viewers would
                      assume that it was pre-printed.      They therefore accepted the
                      commercial.

                      The ITC judged that the advertising was capable of misleading
                      younger viewers who were less likely to understand the economics
                      and mechanics of providing real signatures on mass-market products.
                      The advertisement finished its run during the investigation.

           DECISION   Complaint upheld.


      MISLEADING      DAILY MIRROR/EASY JET OFFER
                      Advertising agency: M & C Saatchi


                      Staff Intervention

NATURE OF COMPLAINT   Two advertisements for a cut-price flight promotion in the Daily
                      Mirror offered flights to Europe and Scotland for £14.50 one-way or
                      £29 return. Each advertisement contained three separate sets of on-
                      screen text highlighting the various conditions attached to the offer
                      including the amount of air passenger duty which must be paid in
                      addition to the headline price. In the case of flights to Amsterdam for
                      instance, this could amount to an extra £13.20.
                      Routine monitoring raised concerns about compliance with ITC rules
                      on superimposed text.

        ASSESSMENT    The ITC considered that the information contained within the
                      superimposed text was necessary to prevent a misleading impression
                      being given as to the true cost of the flight offer. Only one statement
                      in the two advertisements was on-screen for the length of time
                      required by the guidelines, and in one advertisement two of three
                      statements were on-screen for less than half the prescribed time.

                      The ITC therefore considered that the advertisements were misleading
                      and required that they should not be broadcast again in their current
                      form.

           DECISION   Complaint upheld.

      MISLEADING      LLOYDS AND TSB
                      Advertising agency: D'Arcy Masius Benton & Bowles


   COMPLAINTS FROM    23 viewers

NATURE OF COMPLAINT   The advertisement promoted the partnership between Lloyds and TSB
                      banks. It stated: "If you bank with one of us you can bank with both
                      of us, to pay in or take out your money by cheque or cash machine".

                      Complainants objected that the advertisement gave a misleading
                      impression of the services available. Eight viewers had gained a
                      mistaken view of the range of reciprocal services available. Ten
                      viewers complained that it was not made clear that it took longer for
                      deposits to clear when using the "partner" bank as opposed to their
                      own. One viewer objected that it was not stated that there was a limit
                      on the value of cheques that could be deposited at the "partner" bank.

        ASSESSMENT    The advertiser confirmed that all the advertised services were
                      available free of charge to customers of either bank, although there
                      was a difference in the length of time it would take to clear deposits
                      when customers used a "partner" bank as opposed to their own. In
                      accordance with an agreement between all high street banks only
                      cheques up to a value of £1000 are accepted at branches of banks
                      other than the account holder’s own, to avoid the problems of fraud.
                      This agreement had subsequently been waived for customers of
                      Lloyds and TSB who used either bank in conjunction with a
                      personalised paying-in slip.

                      The ITC believed that it was clear from the advertisement exactly
                      which services were being offered under the reciprocal arrangement,
                      and did not consider that the difference in time taken to clear deposits
                      rendered the advertising misleading. The ITC acknowledged the
                      advertiser's explanation regarding the limit on cheques which could be
                      deposited, and did not believe viewers would be misled by the fact
                      that this limit was not stated.
           DECISION   Complaints not upheld.

      MISLEADING      ARGOS
                      Advertising agency: Ogilvy & Mather


   COMPLAINTS FROM    3 viewers
                      1 competitor

NATURE OF COMPLAINT   An advertisement for promotional offers at Argos claimed a series of
                      reductions on certain ranges of goods, for instance "up to 10% off
                      jewellery...", "up to 15% off telephones..." and "up to 20% off
                      shavers...". The commercial ended with a copy of an Argos
                      promotional booklet, October Plus, being placed on top of the full
                      Argos catalogue, whilst on-screen text stated "offers are on selected
                      items - see booklet for details".

                      Complainants objected that the commercial gave a misleading
                      impression of the numbers of goods included in the promotion.

        ASSESSMENT    The BACC reported that the advertisement was intended to promote
                      the discounts on the specific goods contained within Argos’ October
                      Plus booklet, rather than to apply to the full catalogue. The ITC
                      considered, however, that the overall impression given by the
                      advertisement was that the entire range of Argos goods mentioned
                      was included in the promotion, rather than a proportion of goods
                      within a separate booklet. It did not consider that the on-screen text at
                      the end of the commercial was sufficient to rectify this impression.

                      The ITC agreed that the advertisement was misleading and instructed
                      that it be withdrawn.

           DECISION   Complaints upheld.

      MISLEADING      BNFL
                      Advertising agency: Collett Dickenson Pearce


   COMPLAINTS FROM    19 viewers
                      Friends of the Earth

NATURE OF COMPLAINT   Advertising promoting the visitors' centre at BNFL's nuclear waste
                      reprocessing plant at Sellafield asked: "What kind of science can take
                      a fuel, burn it and turn the ashes back into fresh fuel to burn again? A
                      fuel formed in the hearts of giant stars......Of the 3% that's left over as
                      waste, most is cased in concrete and steel. Or turned to glass."

                      Most complainants argued that, by referring to encasing waste in
                      glass, steel or concrete, the commercial implied that disposal and
                      storage of nuclear waste was clean and safe, whereas there is
                      widespread concern that no satisfactory solution to the problem of
                      long-term storage has yet been found. Some argued that, by quoting
                      the apparently low figure of 3% as the amount of fuel left over as
                      waste, BNFL were implying that waste is an insignificant problem.
                      Many of the complainants pointed out that the safety record and future
                      of the nuclear industry are contentious and politically sensitive issues.

        ASSESSMENT    Rule 10 of the ITC's advertising code reflects a statutory ban on
                      television advertising being used to pursue political ends. In part, the
                      rule states "No advertisement may show partiality as respects matters
                      of political or industrial controversy".

                      The ITC's policy on political advertising (in the broad, non-party
                      political sense) is the result of legal advice from Counsel on how to
                      interpret the prohibition on political advertising in the various
                      Broadcasting Acts over the years. In 1993, following public
                      consultation, the ITC confirmed that corporate advertising by firms in
                      the nuclear industry which described their activities and achievements
                      was in principle acceptable under the ITC Code.

                      This commercial did not put forward controversial arguments and the
                      ITC did not think it could reasonably be judged as showing partiality
                      in the sense intended by the rule.

                      There were no overt claims regarding the safety of BNFL's methods of
                      disposal of waste and the ITC did not accept there were implications
                      of safety which would justify removing the advertising.

                      Although the claims in the advertising were simplifications of the
                      scientific background, the ITC did not conclude that they were
                      distortions which could reasonably be regarded as misleading to the
                      public.


           DECISION   Complaints not upheld.



      MISLEADING      DIRECT LINE MOTOR INSURANCE
                      Advertising agency: Mortimer Whittaker O'Sullivan


   COMPLAINTS FROM    3 viewers
                      9 competitors

NATURE OF COMPLAINT   An advertisement for Direct Line Motor Insurance compared their
                      services to those offered by brokers. Direct Line claimed specifically
                      that forms were completed over the telephone, cover was instantly
                      granted and that in the event of an accident they would deal with other
                      involved insurance companies and arrange for repairs, thus negating
                      the need to obtain estimates. They also claimed that people who
                      switched to them from a broker could save 15%.

                      Complaints were received from the British Insurance and Investment
                      Brokers Association (BIIBA) and the Institute of Insurance Brokers.
                      In addition they were received from Norwich Union, CCR Insurance
                      Brokers, Clare and Dean Insurance Brokers, Taylor Cartlidge and Co
                      Limited, Policy Shop Insurance, Hill House Hammond Limited and an
                      individual insurance broker. One viewer working for an insurance
broker complained, along with two further viewers. The complaints
related to all aspects of the commercial.



1) "People who switch from a broker could save 15%"

All the complainants objected to this statement. Some objected that
the advertisement gave the impression that a universal saving of 15%
would be achieved if broker customers switched to Direct Line.
BIIBA and a number of other complainants referred to recent market
research undertaken by the BIIBA which obtained quotes for a cross
section of risks from both brokers and direct operators including
Direct Line. They noted that Direct Line was not cheapest on any risk
and that for five out of the six risks brokers provided the cheapest
quote.

Other complainants objected that the commercial gave the impression
that brokers charged a fixed commission of 15%, which could be
saved by going to Direct Line.

2) Form Filling

Five of the complainants objected that the advertisement gave the
impression of a technologically backward service, by implying that
forms had to be filled in by hand at a brokers, whereas Direct Line
could complete the form filling over the telephone.           These
complainants highlighted that most brokers today use computerised
forms and offer a similar service to Direct Line, often negating the
need to visit the broker's premises.

3) Instant cover

Two competitors objected that the advertisement implied customers
had to wait for cover to be granted, as opposed to receiving instant
cover using Direct Line. Both advised that their systems also allowed
them to grant instant cover.

4) Claim handling procedures

Four competitors objected to the impression given by the
advertisement that broker customers involved in an accident had to
deal with the other insurance companies and obtain estimates for
repairs. They stated that the majority of customers using brokers had
access to similar services to those provided by Direct Line, including
24-hour claims assistance lines and approved repairer networks, thus
negating the need for customers to obtain estimates.

Norwich Union provided information to show that two-thirds of
broker customers now had access to 24-hour claims assistance lines
and approved network repairers. In addition, of the top 30 insurance
companies, 23 had some or all of their business going through brokers
and all of these offered a repairer network, removing the need for
customers to obtain their own estimates.
                      The theme common to all complaints was that the advertisement
                      presented a misleading impression of the services offered by modern
                      brokers, and thus damaged their reputation.


        ASSESSMENT    The advertiser reported that it had not been their intention to suggest
                      that brokers could not supply any of the featured benefits. They said
                      that their aim was to attract those customers who still arrange their
                      insurance face to face, and to increase awareness amongst existing
                      Direct Line customers of their claim handling service.

                      1) The BACC reported that they had received evidence from Direct
                      Line, which they believed supported the claim "could save 15%".
                      This was in the form of a survey that showed that the average saving
                      of those customers who had recently switched to Direct Line from a
                      broker was 18%.

                      The ITC considered that the claim related only to potential savings,
                      and was not presented as being universal, nor did it believe that Direct
                      Line were claiming to be the cheapest provider of motor insurance.
                      On this basis it did not consider that this aspect of the commercial was
                      misleading.

                      2) and 3) The ITC believed that the exchange in the advertisement
                      relating to form-filling and granting of cover reassured potential
                      customers that Direct Line offered a similar service to that of a broker.
                      It did not consider that this denigrated the services provided by
                      brokers, or implied technological superiority.

                      4) The ITC accepted the advertiser's explanation that they had
                      intended only to target those broker customers who did not at present
                      have access to claims-handling services similar to Direct Line, but the
                      ITC concluded that this was not made sufficiently clear in the
                      advertisement. The ITC considered that viewers could be misled with
                      regard to the claims handling services offered to most broker
                      customers in the UK. The ITC therefore required the advertisement to
                      be withdrawn and not be shown again in its current form. The
                      advertiser agreed to work with the BACC to remove any ambiguity.


           DECISION   8 complaints not upheld on grounds of misrepresentation of product or
                      service, 4 complaints upheld in part on grounds of commercially
                      damaging/denigration.


      MISLEADING      TESCO
                      Advertising agency: Lowe Howard-Spink


   COMPLAINTS FROM    8 viewers

NATURE OF COMPLAINT   The advertisement featured a mother and daughter comparing till
                      receipts. The mother showed that her Tesco prices beat those paid by
                      her daughter in another store.
                      The advertisement stated in voice-over that Tesco "checks the local
                      prices on 600 unbeatable value items every week. That's why they're
                      unbeatable or we refund twice the difference". This is demonstrated
                      by the daughter finding an item on her till receipt for a penny less than
                      the Tesco price and subsequently 2 pence is refunded to the mother.

                      Viewers complained that:

                      i) the advertisement gave the impression that the offer was available
                      on all products whereas the offer was, in fact, limited to items which
                      carried the 'Unbeatable Value' label.

                      ii) that the advertisement did not make it clear that the offer was
                      limited to comparisons made with stores within 3 miles of the Tesco
                      store where the goods were bought.

        ASSESSMENT    The advertisement included superimposed text which outlined the
                      limitations of the offer. This stated "items must be of similar quality,
                      bought in same week within 3 miles of Tesco. Applies where you see
                      the Unbeatable Value sign. Receipts required. Excludes Express
                      stores". The ITC found that the text was held on screen for the length
                      of time specified in the ITC Code but regarded it as being on the
                      borderline of legibility. The BACC confirmed that the agency would
                      enlarge the text to make it more readable.

                      The ITC considered that the comparison of till receipts at the
                      beginning of the commercial could imply that the products eligible for
                      the offer (i.e. the Unbeatable Value items) could be identified from the
                      Tesco till receipts, although this was not in fact the case. The ITC took
                      the view that there was greater ambiguity about the offer than was
                      desirable but decided to take no further action as the offer was
                      qualified in the on-screen text.

           DECISION   Complaints not upheld.


       OFFENSIVE      PEDIGREE CHUM
                      Advertising agency: Grey Advertising


   COMPLAINTS FROM    35 viewers

NATURE OF COMPLAINT   Advertising for Pedigree Chum dog food opened on Briard dogs
                      assisting first aid teams in the trenches of the First World War, and
                      closed with modern-day Briard breeders recommending the advertised
                      product.

                      The complainants objected strongly to the advertiser using the
                      devastation of First World War trench warfare to sell dog food,
                      commenting that it was in poor taste to trivialise such tragic events by
                      using them in advertising.
        ASSESSMENT    Whilst the ITC understood why some viewers felt that use of imagery
                      connected with the First World War was inappropriate, it did not
                      agree that the advertisement trivialised the memory of those who had
                      fought in the trenches and did not believe widespread offence had
                      been caused to viewers.

           DECISION   Complaints not upheld.


 MISCELLANEOUS        SCHEDULING - ACTOR SEPARATION
                      Advertising agency: Unknown Agency


    COMPLAINT FROM    1 viewer

NATURE OF COMPLAINT   A member of an ITC Viewer Consultative Committee reported seeing
                      a British Telecom commercial featuring Nick Berry next to the
                      programme "Heartbeat", in which he stars. He thought that this
                      conflicted with the ITC's rule that commercials and programmes
                      featuring the same artists should be separated.

        ASSESSMENT    TSMS, the sales house which sells airtime on behalf of a number of
                      broadcasters, reported to the ITC that it had warned Meridian
                      Broadcasting of the potential problem. Meridian acknowledged that
                      human error had resulted in the warning not being acted upon.

           DECISION   Complaint upheld.
            Summary of

            Other Complaints


          Advertisements for the products or services listed below attracted
          complaints which after preliminary assessment, did not raise issues of
          substance requiring further investigation.

          These included complaints repeating points already considered and
          covered in previous summaries, as well as isolated expressions of
          personal opinion or experience which did not call into question the
          conformity of the advertisements with the requirements of the ITC
          Code of Advertising Standards and Practice.




          Product or Advertisement                     Date First    Number of
                                                       Reported      Complaints
HARMFUL Ace Gentle Bleach                                                     4
          Adidas                                                               1
          Allied Dunbar                                                        2
          Andrex                                                               1
          BMW Z3                                                               1
          British Gas                                                         10
          British Telecom                                                      1
          Brooke Bond PG Tips                                                  1
          Bungee - Tomy                                                        1
          C&A                                                                  1
          Cadburys Astros                                                      2
          Clairol Loving Care                                                  1
          Coca-Cola                                                            1
          COI/DVLA -Vehicle Tax                                                1
          Daily mail                                                           1
          Dianetics                                                            1
          Eaglemoss Spine Chiller                                              1
          Fairy Anti-Bacterial                                                 1
          Fairy Non Bio                                                        1
          Frontline                                                            1
          Galaxy Caramel Swirls                                                1
          Hovis                                                                3
                Kellogg's Cornflakes                                   1
                Kinder Surprise                                        1
                Levis 501                                              1
                Mars Bars                                              1
                Martini                                                1
                Midland Bank Plc                                       1
                Nissan Almera                                          4
                Nissan Micra                                           1
                Pampers                                                1
                Parcelforce                                            2
                Rolling Rock                                           1
                Rolo                                                   1
                Rover Marque 200                                       3
                Safeway                                                1
                Sainsbury - Microban                                   2
                Salon Selectives                                       1
                Scotland Against Drugs                                 1
                Sky One - Football Coverage                            1
                Solvite                                                1
                St Ivel Gold - Mr Happy Scratch                        1
                Tampax                                                 2
                Teletubbies                                            1
                Toffo                                                  1
                Vauxhall Astra                                         1
                Video Release-Mars Attacks                             1




                Product or Advertisement          Date First   Number of
                                                  Reported     Complaints
MISCELLANEOUS   Age Concern                                             1
                Ariel                                                  1
                B&Q                                                    1
                Burger King                                            1
                Carling Black Label                                    1
                Chief Whip - Teletext                                  1
                Clearasil                                              1
                DHL                                                    1
                Dianetics                                              2
                Electricity Board                                      1
                Galaxy Caramel Swirls                                  1
             Great Universal Catalogue                                    1
             Inventor's Kit                                               1
             Linguaphone                                                  1
             Martini                                                      1
             Meat & Livestock Commission                                  2
             Nambarrie Tea                                                1
             One Stop Holiday Shop - Teletext                             1
             Penguin Bar                                                  1
             Powerhouse                                                   1
             Prudential Pensions                                          1
             Royal London Insurance                                       1
             Safeway                                                      2
             Scheduling - Actor Separation                                1
             Sunday Mirror                                                1
             The Times                                                    1
             Turkey holidays - Teletext                                   1
             Volvo V70                                                    1
             Weetabix                                                     1




             Product or Advertisement                Date First   Number of
                                                     Reported     Complaints
MISLEADING   AA - Membership                                               1
             Advil                                                        6
             Airtours Holidays - Teletext                                 1
             Aldi Offers                                                  2
             American Express - Travellers Cheques                        1
             Anatolian Sky Holidays - Teletext                            1
             Anatolian/Pasha Travel - Teletext                            1
             Anglian Windows                                              3
             Anglian Water                                                2
             Ariel                                                        1
             Austravel NZ                                                 1
             Axent Travel Consultancy - Teletext                          1
             Barclaycard                                                  1
             Barclays Home Banking                                        2
             Barrett Homes                                                1
             Bells Whisky                                                 1
             Birds Eye Fish Fingers                                       1
             Boots                                                        1
Boots Opticians                   1
British Gas                       3
British Heart Foundation          1
British Telecom                   1
British Telecom -0800 Numbers     1
Brooke Bond PG Tips               1
Burger King                       2
Cable & Wireless                  2
Cellnet                           1
Central Trains                    2
Charterline - Teletext            1
Cheltenham & Gloucester           1
COI/DVLA -Vehicle Tax             1
Coldseal                          4
County Hotel, Dover - Teletext    1
Courts Furnishings                2
Dayrise Holidays - Teletext       2
Del Prado's Dolls House           2
DFS                               6
Dianetics                         3
Direct Line Motor Insurance       7
Dremel                            1
Equitable Life                    1
Eurostar                          2
Evergreen - Teletext              1
Evergreen travel - Teletext       1
Exclusive Photography             1
Fairy Anti-Bacterial              1
Film Trailer -Spawn               1
Fisher Price Pirate's Ship        1
Friends Provident                 1
GDBA Credit Card                  1
Golden Wedding Anniversary Coin   1
Honda CR-V                        3
House of Sher                     1
Ibuleve Gel                       2
Inland Revenue                    3
Inventor's Kit                    1
Ionica                            2
Jetline - Teletext                1
Jordans Country Crisps                 2
Last Stop - Teletext                   1
Lego                                   1
Linguaphone                            2
Martin Dawes                           1
Mercury One 2 One                      3
News of the World                      2
North West Water                       1
Northern Electric                      1
Norweb                                 3
Norwich Union Healthcare               2
Not applicable - Teletext              1
Ocean Finance - Teletext               1
Oil of Ulay Renewal Cream              1
Orange Phones                          1
Oreck XL Vacum Cleaners                1
Organics                               2
Pantene ProV                           2
PC World                               2
Persil Performance                     1
Playboy Channel                        1
Policy Plus International - Teletext   1
PPP Healthcare                         1
Promotion                              1
Prudential - Teletext                  2
QVC Product                            1
Regaine                                1
Safestyle UK                           8
Scottish Telecom                       1
Sigma Holidays - Teletext              1
Sky guide                              1
Sky Network - Fantasy Channel          1
Sky One - Football Coverage            1
SM Travel - Teletext                   1
Sony Playstation                       1
Sunday Mirror                          1
Sure Ultra Dry Cream                   1
Surf                                   1
Sweet Simplicity                       1
Swinton Insurance                      1
            Tesco                                                         17
            Thomas Cook - Refunds                                          2
            Thomson Holidays                                               6
            Time Life Music -The 80s Collection                            1
            Town & Country Driveways                                       1
            Travel City Direct - Teletext                                  1
            TV Licence Evasion                                             1
            UK Living                                                      1
            Unigate Dairies                                                1
            Vauxhall Vectra                                                1
            Vision Express                                                 3
            Volkswagen Polo                                                1
            Walt Disney Video                                              1
            West Midland Safari Park                                       1
            Yorkshire Electricity-Gas Campaign                             1




            Product or Advertisement                  Date First   Number of
                                                      Reported     Complaints
OFFENSIVE   Always Pads                                                     2
            Anchor Butter                                                  1
            Army                                                           1
            Asda                                                           1
            Audi Quattro                                                   5
            Batchelors Super Noodles                                       1
            Bells Whisky                                                   2
            Boots                                                          3
            Breast Cancer Campaign                                         1
            Cadburys Astros                                                2
            Cellnet                                                        8
            Cheltenham & Gloucester                                        1
            COI-Electoral Registration                                     1
            Comedy Channel                                                 1
            Cornhill insurance                                             2
            Daily Record                                                   1
            Department of Transport-Kill Your Speed                        5
            Dianetics                                                      1
            Fanta                                                          1
            Film Trailer - Men In Black                                    1
            Fosters Ice                                                   37
Gay Exchange                       1
Gay Exchange Chatline              1
Guinness Draught                   1
Harvester Restaurants              1
Homepride Cook-in Sauces           1
Iceland                            2
Ikea                               4
Impulse                            5
Jacob's Club                       1
Kentucky Fried Chicken             1
Lakeside Shopping Centre           1
Lee Cooper Jeans                   1
Lee Jeans                          1
Levis 501                          4
Lotus Notes Brand                  2
Manweb                             1
Mars Bars                          1
Mastercard                         1
McCain Oven Chips                  2
MDM Princess Diana Memorial Coin   1
Meat & Livestock Commission        2
Mellow Birds                       1
Mobil                              1
National Westminster Bank          1
News of the World                  4
Nissan Micra                       3
Otex Eardrops                      1
Pampers                            1
Persil Performance                 1
Peugeot 106                        4
Phillips Pager                     1
Prudential Home Insurance          1
Puma                               1
Risk                               1
Riva Biscuits                      3
Robinsons Drinks                   2
Rover Marque 200                   1
Royal Air Force                    1
Salon Selectives                   4
Sanatogen                          1
Scheduling - Actor Separation   1
Ski Extra Fruit                 3
Sky One - Football Coverage     1
Sony Mobile Phone               1
Southern Comfort                1
Sunday Mirror                   1
Tampax                          5
Tequila Sauza                   2
Vauxhall Astra                  1
Vimto                           2
Volkswagen Passat               2
Walkers Crisps                  1
Weetabix                        4
Wotsits                         1
         There were also complaints of a generic character referring to the following matters :-


                Product or Advertisement                        Date First      Number of
                                                                Reported        Complaints
     HARMFUL    Flashing images                                                          1




                Product or Advertisement                        Date First      Number of
                                                                Reported        Complaints
MISCELLANEOUS   Amount of Advertising                                                    4
                Formula One                                                                4
                Miscellaneous comments                                                     3
                Sanitary Protection Products                                               3
                Superimposed Text                                                          2




                Product or Advertisement                        Date First      Number of
                                                                Reported        Complaints
   MISLEADING   Sanitary Protection Products                                             1
                Superimposed Text                                                          1




                Product or Advertisement                        Date First      Number of
                                                                Reported        Complaints
    OFFENSIVE   Ethnic Minorities                                                        1
                Gay Chatlines                                                              1
                Nappies                                                                    1
                Sanitary Protection Products                                              35
                Sexism - Men                                                               1
                      Analysis

                                             COMPLAINTS DETERMINED IN OCTOBER 1997

                            Number of                   Number of                   Number of
                            Complaints              Advertisements        Advertisements about
                                                        referred to      which complaints were
                                                                            upheld wholly or in
                                                                                          part

     HARMFUL                   112     (0)                  49     (0)                   0      (0)

MISCELLANEOUS                   51     (4)                  31     (4)                   1      (0)

   MISLEADING                  269    (21)                 121    (19)                   4      (0)

    OFFENSIVE                  247     (0)                  76     (0)                   0      (0)

                               679    (25)                 277    (23)                   5      (0)




                                                                          YEAR TO DATE 1997

                            Number of                   Number of                   Number of
                            Complaints              Advertisements        Advertisements about
                                                        referred to      which complaints were
                                                                            upheld wholly or in
                                                                                          part

     HARMFUL                   570     (0)                 201     (0)                   5      (0)

MISCELLANEOUS                  500     (9)                 189     (6)                  17      (1)

   MISLEADING                 1108    (91)                 637    (52)                  39      (9)

    OFFENSIVE                 2880     (1)                 378     (0)                  10      (0)

                              5058   (101)                1405    (58)                  71    (10)




                The numbers in brackets indicate Teletext advertisements. They are extracted from,
                not additional to, the overall numbers.

				
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