ASA Adjudication on Direct Mail Services Ltd

Ad

A regional press ad, in the London Evening Standard, for Klaus Kobec watches. The ad featured an image of a man pointing a small gun towards the reader. This fabulous new gentleman's watch is not only suave and sophisticated, it's incredibly sexy looking too. With its nostalgic face and exceptionally robust stainless steel body it attracts admiring glances wherever it's worn."

Issue

Four complainants objected that the ad, in particular the image of the gun pointing towards the reader, was offensive and glamorised gun crime and violent behaviour.

CAP Code (Edition 11)

Response

Direct Mail Services (DMS)  said the ad had appeared in various publications over a prolonged period and they had not received a complaint about the  imagery.  They argued that readers were likely to interpret the ad as a "tongue in cheek" pastiche on the fictional character of James Bond: the silver revolver and phrase "Diamonds are Forever" would be familiar to readers and underscored the ads parodic context.  Furthermore, DMS said the product was not directed towards children and appeared in media targeted towards an adult audience.  They believed the ad, in its fictional context, was unlikely to be interpreted as glamorising or condoning gun crime, or violent culture.   DMS said they did not wish to offend any readers and removed the ad pending our investigation.

Assessment

Upheld

The ASA considered that James Bond was likely to be seen as a glamorous, suave character with an aspirational lifestyle.  Although we acknowledged that the ad used a play on words associated with the Bond theme, we noted  the image of the gun featured prominently in the ad and focussed on the barrel of the gun rather than on the mans face or character. We considered that, especially because the gun was pointing directly toward the reader, the ad was likely to be seen as glamorising gun culture and violence.

On this point, the ad breached CAP Code clauses 2.2 (Social responsibility) and 11.1 (Violence and anti-social behaviour).

Action

The ad must not appear again in its current form.

Adjudication of the ASA Council (Non-broadcast)