ASA Adjudication on Scott Arms Dental Practice

Ad

A billboard ad for dental implants featured three colour images. The first image showed an open mouth with misshapen and rotting teeth, "Before" was written over the image. The second image was a close-up of the rotting teeth with the lips pulled back to show diseased gums. The third image was a close-up of smiling white even teeth with the word "After" written over it. The text stated "DENTAL IMPLANTS SCOTT ARMS DENTAL PRACTICE ... 200metres on your right".

Issue

The complainant said the images were offensive and likely to cause fear and distress.

CAP Code (Edition 11)

Response

Scott Arms Dental Practice (Scott Arms) said they were sorry the ad had caused distress, but asserted that it had an educational value because it showed what could happen if people did not look after their teeth.  They said they appreciated that the ad may be distasteful to some but underlined that it represented routine treatment of the kind they saw every week.  They said they had wanted to emphasise the improvements dental implants can make even when the starting point for the treatment was very bad.  They said they had no plans to use the ad again in the near future.

Assessment

Not upheld

The ASA noted Scott Arms' comments.  Although we considered that the images of decayed teeth might be distasteful to some, we concluded that they were acceptable within the context of an ad for dental implants, and were unlikely to cause serious or widespread offence or fear and distress.

We investigated the ad under CAP Code clauses 5.1 and 5.2 (Decency) and 9.1 (Fear and distress) but did not find it in breach.

Action

No action necessary.

Adjudication of the ASA Council (Non-broadcast)