ASA Adjudication on Blockbuster Entertainment Ltd

Ad

A radio ad, for the DVD release of a horror film, included audio clips of a man screaming and a male character saying "I want to hear you beg for your life". The voice-over stated "What would you do if the gang that attacked your daughter sought refuge in your home? 'Last House on the Left' out now exclusively at Blockbuster. A story of kidnapping, brutality and spine-chilling revenge ...".

Issue

A listener believed that the ad was unsuitable for broadcast during the day when children could be listening.

BCAP Radio Code

Response

The Radio Advertising Clearance Centre (RACC) said, at the time they cleared the ad, they advised that it should not be broadcast next to news items about violent crime in order to avoid insensitive scheduling and possible distress to some listeners.  Nonetheless, although they noted the brief scream sound effect, they believed the tone of the ad was not overly threatening or frightening and the style and words of the voice-over undermined the impression of horror.  They believed that, taken as a whole, the ad was unlikely to harm or distress children and therefore did not issue additional scheduling care instructions.

Heart FM said the ad was cleared by the RACC with only the suggested restriction to keep the ad away from news items relating to crime, and the ad also went through their own internal clearance process.  They believed that, although the film had a violent theme, the ad itself was not particularly violent, especially in comparison with other ads for similar types of films.  Heart FM believed, given the RACC guidance and their own clearance process, the ad was suitable for broadcast across the day.

Assessment

Not upheld

The ASA noted the brief scream and the line of dialogue from the film, "I want to hear you beg for your life", but also noted that the voice-over was spoken in a breezy, matter-of-fact, non-threatening way.  We considered it was clear that the ad was for a film and the tone and style of the voice-over removed any potential for horror.  We concluded that the ad was unlikely to harm children and had been scheduled appropriately.  

We investigated under CAP (Broadcast) Radio Advertising Standards Code Section 2 rules 8 (Scheduling) and 11 (Children and young listeners) but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Broadcast)