ASA Adjudication on Red Circle Technologies Ltd

Ad

An ad on the back cover of the The Sun's TV listings magazine, for mobile phone wallpaper, showed a baby lying on its back drinking from a bottle of beer. Text stated “BORN TO BOOZE”.

Issue

The complainant objected that the image of a baby drinking alcohol was offensive.

CAP Code (Edition 11)

Response

Red Circle Technologies (Red Circle) said the image was meant to be humorous and they had not intended it to cause offence. They said they took the nature of a publication into consideration when placing ads and all ads were created with a sense of responsibility and decency. They believed the image was unlikely to result in physical, mental or moral harm. They said they would nevertheless remove the image from future ads.

The Sun said they had never intended to cause offence but in hindsight they felt the image was inappropriate for their readers. They said they had not received any complaints direct about that part of the ad. They said they would not run the image again and they would continue to be vigilant in terms of ensuring the entire copy of the ad did not cause offence.

Assessment

Not upheld

The ASA noted the ad appeared on the back cover of a TV listings magazine and was therefore likely to be seen by a large audience, including children.  Although we acknowledged that some would find it in poor taste, we considered that the image of a baby drinking from a glass bottle held between its feet was clearly fantastical, and, coupled with the text, was likely to be seen as light-hearted.  We concluded that the ad was unlikely to cause offence.

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

Action

No action required.

Adjudication of the ASA Council (Non-broadcast)