ASA Adjudication on Paramount Pictures UK

Ad

An ad, in The Guardian Guide magazine and the Metro, for the film Clerks II. The text of the ad stated "'PISS YOURSELF FUNNY ... THE DONKEY-SHAGGING FEELGOOD COMEDY OF THE YEAR' 'HILARIOUSLY, HERNIA-INDUCINGLY FUNNY' CLERKS II."

Issue

1.  Five readers thought the language used in the ad was offensive.

2.  Two of these believed the ad was particularly unsuitable for a publication where children might see it.

CAP Code (Edition 11)

Response

Paramount Pictures UK (Paramount) said the quote used in the ad was from a review from Uncut magazine.  They argued that the quote had been used legitimately in the ad.  Paramount also maintained that the ad was not placed in a medium that was targeted at children.   

The Guardian Guide said their publication was read by broad-minded, adult readers; they believed the ad was suitable for their readers.  They said the language in the ad was a quotation from a review that the film had received, and was no more offensive than the language that was occasionally used in an editorial context in the Guide.  They said they had received only one complaint.

The Metro said they had not received direct complaints about the ad.  They acknowledged the language used in the ad was inappropriate and unnecessary and apologised for not safeguarding against inappropriate language.  The Metro said it would endeavour to make sure that such an oversight would not happen again.

Assessment

1.  Upheld

The ASA noted the comments from Paramount, the Guardian Guide and the Metro.  Although we understood that the expression "donkey-shagging feelgood comedy of the year" was a reference to a comic scene in the film, we concluded that the combination of the expressions "piss yourself funny" and "donkey-shagging" was likely to cause serious or widespread offence to readers of the Guardian Guide and Metro.  

On this point the ad breached CAP Code clause 5.1 (Decency).

2.  Upheld

We noted the comments of the advertisers and publishers.  We considered, however, that even if not principally aimed at children, the publications were likely to be read or seen by them. We also considered that the Guardian Guide was a source of information about events and entertainment for children and the Metro was a free newspaper that was picked up at stations and likely to be left on seats where children could pick it up and see the ad. Therefore we concluded that the ad was unsuitable for inclusion in these publications.

On this point the ad breached CAP Code clause 47.2 (Children).

Action

We asked Paramount not to repeat the ad again.

Adjudication of the ASA Council (Non-broadcast)