ASA Adjudication on Sony Pictures Home Entertainment Ltd

Ad

A poster for the 'Ghost Rider' DVD featured a living skeleton whose head was on fire. The skeleton was wielding a chain whip and riding a motorcycle, which was also on fire.

Issue

One complainant objected that the ad was offensive and unsuitable to be seen by children.

CAP Code (Edition 11)

Response

Sony Pictures Home Entertainment Ltd (Sony) said the artwork used in the ad was an internationally approved image that had been developed for their DVD packaging. They said the same image had been approved by the Video Packaging Review Committee (VPRC) of the British Board of Film Classification (BBFC) for on-shelf purposes. Sony said the Ghost Rider was a fantasy comic book character, and they believed that the image would be seen in that light. They said they had no plans to use the image again in future advertising.

Assessment

Not upheld

The ASA understood that the image used in the poster was representative of the content of the DVD. We noted that the skeleton figure was a fantasy character and was likely to be recognised as such. We also noted that the same image had been approved by the VPRC for on-shelf display. We understood that the image might upset some people, but concluded that the poster would not cause serious or widespread offence and would not unduly distress children.

We investigated the ad under CAP Code clauses 5.1 (Decency) and 47.2 (Children) but did not find it in breach.

Action

No further action necessary

Adjudication of the ASA Council (Non-broadcast)