ASA Non-broadcast Adjudication: Universal Music Group

Complaint

Objections to a poster for rapper Curtis '50 Cent' Jackson's new album, 'Get Rich or Die Tryin', which was the soundtrack to his forthcoming film of the same name. The poster featured an image of 50 Cent from the rear, naked from the waist up with a weapon tucked into the waistband of his trousers; he was holding a baby over his right shoulder. The complainants objected that the ad was offensive and irresponsible because it glamorised and condoned gun crime. Several complainants were especially concerned that the ad had appeared in an area, which had recently been associated with gun crime that involved children.

CAP Code

Adjudication

Complaints upheld

Universal Music Group (UMG) said the image chosen for the album ad was taken from the promotional material created for the film of the same name and was designed to communicate the narrative of the main character's struggle to escape the ghetto in which he grew up. They maintained that the image was intended to show the choice that Curtis '50 Cent' Jackson's character had to make between the child and the violence represented by the gun. UMG said the poster was no longer in use.

We noted the relationship between the image in the poster and the narrative of the film. We considered, however, that Curtis '50 Cent' Jackson had such cultural credibility, especially among young people, that his association with gang culture and criminal behaviour was likely to be seen as glamorising and condoning the possession and use of guns. We also considered the combination of the title, "Get Rich or Die Tryin", and the image of Curtis '50 Cent' Jackson carrying a gun could give the impression that success could be achieved through violence. We concluded that the image was likely to cause serious or widespread offence and was irresponsible. We told UMG not to repeat the approach.

The poster breached CAP Code clauses 2.2 (Social Responsibility); 5.1 (Decency); 11.1 (Violence & Anti-Social Behaviour) & 47.1 (Children).