ASA Adjudication on One Solution

Ad

A leaflet, for a security company, showed a photo of a woman with a man’s leather-gloved hand covering her mouth and a frightened expression on her face. Text stated “MANY PEOPLE DON’T CONSIDER THE FULL IMPLICATIONS OF A BREAK IN UNTIL IT’S TOO LATE!” and “One Solution FIRE & SECURITY” and promoted the installation or upgrade of a CCTV, alarm, fire or access system.

Issue

The complainant, who had picked the leaflet up in a local cafe, objected that the image was offensive and distressing, and that the ad made an undue appeal to peoples fears about home security.

CAP Code (Edition 11)

Response

One Solution did not respond to the ASA's enquiries in writing, but stated verbally that the ad reflected the reality of burglaries and break-ins at the present time, which were distressing.

Assessment

Upheld

The ASA noted that the CAP Code allowed marketers to use an appeal to fear to encourage prudent behaviour but that the fear aroused should not be disproportionate to the risk. Although we acknowledged that the ad was for a security system and it was not inappropriate for the advertisers to make reference to the issue of home security, we noted that the ad featured a woman in distress, who appeared to be being threatened with violence in her own home and considered that that image, in conjunction with the text "PEOPLE DON'T CONSIDER THE FULL IMPLICATIONS OF A BREAK IN UNTIL ITS TOO LATE" was likely to cause undue fear or distress, especially to the elderly or those living alone.

Because we considered that the ad relied on a shocking and distressing image and text to attract attention, we concluded that it made an undue appeal to peoples fears about home security and was likely to cause fear and distress.

The ad breached CAP Code clauses 5.1 (Decency), 9.1, 9.2 and 9.3 (Fear and distress).

Action

The ad must not appear again in its current form.

Adjudication of the ASA Council (Non-broadcast)