ASA Non-broadcast Adjudication: Powerleague

Complaint

Objection to a viral clip, for a football tournament, that was sent to the complainant by a friend. A video clip showed a woman playing with a hamster in a run-around ball, her partner came home, kicked it around like a football and kicked it out of the window. When the run-around ball landed outside, a man approached it as if he was about to kick it and the hamster squeaked; the word "bugger" appeared on the screen. The complainant objected that the advertisement was irresponsible, because it condoned and could encourage animal cruelty.

CAP Code

Adjudication

Complaint not upheld

Powerleague said they had sent the viral clip to customers who registered on their website to receive further information. It was sent with an e-mail that stated "It's a burning issue in sport today: Do hamsters have a role to play in football? They do in our hilarious new viral advertisement. Click through for your sneak video preview. And please don't try this at home." Powerleague said they believed the e-mail had been forwarded by the original recipients to their friends. They said they no longer sent the viral clip.

Newhaven Communications, the advertisers' agency, said they believed the viral clip would not encourage cruelty to animals because it was light-hearted and humorous. They explained that during filming the hamster had not been in the ball when it was being kicked and a vet was present. Newhaven Communications said the viral was intended to appeal to Powerleague customers, who were over 18 years.

We noted the advertisers' argument that many of their customers were over 18 years. We also noted the e-mail stated "... And please don't try this at home". We considered that the viral clip would be seen by most people as light-hearted and fanciful especially because the hamster squeaked and the word "bugger" appeared at the end of the viral clip. We concluded that the viral clip was unlikely to be seen as irresponsible or to condone animal cruelty.