ASA Adjudication on Twentieth Century Fox Film Company Ltd

Ad

A poster, for the film 'Hitman', showed a close-up of a man who was dressed in a suit and holding a gun, which was pointing upwards. A woman in a red dress was in the background. She seemed to be looking at the man, who was staring pointedly at the viewer.

Issue

One complainant thought the ad was irresponsible and unsuitable to appear in a public place where children and young people could see it, because it suggested that the use of guns was acceptable.

CAP Code (Edition 11)

Response

Twentieth Century Fox said the image in the Hitman poster was adapted from advertising for the computer game of the same name.  They stated that the ad was no longer appearing.  They did not comment on the complainants specific objection to the ad.

Assessment

Not upheld

The ASA, although recognising growing levels of public concern about the use of guns, considered that the presence of a gun in this particular ad reflected the content of the film.  Because the title of the advertised film was Hitman, we considered the weapon was likely to be seen as having a fictional context and was unlikely to be seen as suggesting that the use of guns in real life was acceptable.  We concluded that the ad was unlikely to be seen as irresponsible or as condoning or provoking violence.

We investigated the ad under CAP Code clauses 2.2 (Responsible advertising) and 11.1 (Violence and anti-social behaviour) but did not find it in breach.

Action

No further action required.

Adjudication of the ASA Council (Non-broadcast)