ASA Adjudication on Vodafone UK Ltd

Ad

A poster for Vodafone access to YouTube showed three cartoon clouds laughing heartily. Drops of water were coming from their eyes and from underneath them. The strapline stated "Pee your pants". Text underneath stated "YouTube on your mobile ... Make the most of now".

Issue

The ASA received 33 complaints.

1. Most complainants objected that the language was offensive and distasteful, and was displayed on a prominent poster that could be seen by everyone.

2. Some complainants objected that the ad set a poor example to children who might copy the language.

CAP Code (Edition 11)

Response

1. Vodafone UK Ltd (Vodafone) said they did not intend to offend any member of the public. They argued that the expression "pee your pants" was a common turn of phrase used to describe the act of laughing hard. Vodafone said they had used colloquial language, combined with a simple and positive image, in order to communicate the benefit of laughter caused by watching YouTube on a mobile phone. They said the tone of the ad was light-hearted, down to earth and was intended to raise a smile.

2. Vodafone said the poster was not addressed to or targeted at children. They said the poster was aimed at the young adult market who, they believed, would be interested in the service on offer.

Assessment

1. & 2. Not upheld

The ASA understood that the phrase "pee your pants" was a common term used to refer to hearty laughter. We recognised that the ad was likely to be seen as a light-hearted reference to the effect produced by watching clips from YouTube. Although we acknowledged that some people might find the ad distasteful, we concluded that it was unlikely to cause serious or widespread offence, or adversely affect children's behaviour.

We investigated the ad under CAP Code clauses 5.1 and 5.2 (Decency) and 47.2 (Children) but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Non-broadcast)