Taste and Decency - depiction of religion

We live in a multi-cultural society and the ASA recognises that it is important to ensure that all religious faiths and beliefs, no matter how large or small the communities that practice them, are treated with the same consideration and respect.

Our research has shown that while many people have no strong religious beliefs, others can be very sensitive about their faith, which may make them more easily offended by something others see as unimportant, humorous or light-hearted.  

Problematic Ad
In 2004 a flyer, headlined "Easter" and depicting Jesus on the cross, crowd-surfing at a concert, with a speech bubble stating "Hope I rise again before they play Britney", was distributed by Zest nightclub. The ASA received one complaint that the flyer was offensive, particularly because it was distributed during Easter.   We considered that the flyer trivialised the resurrection and was therefore likely to cause serious or widespread offence. 

Acceptable Ad
A press and poster campaign, for the Channel 4 comedy drama "Shameless", generated 264 complaints, in 2004, because it parodied Leonardo Da Vinci's painting of the Last Supper. Complainants objected that the depiction was offensive and mocked a Christian sacrament.  The ASA Council considered that, rather than mocking the occasion of the Last Supper, the ad actually mocked the painting itself. It therefore concluded that the complaints were not justified and no action was taken against the advertiser.

Other rulings
We aim to reflect, rather than shape public opinion. We consider that advertisers must respect the central and most sacred aspects of religion but this does not mean that UK advertising must be a religion-free zone.  In general, when looking at complaints, we take into account two broad considerations: whether the ad will offend the majority of people that see it and whether it will deeply offend a minority whose interests should reasonably prevail against the advertisers right to free expression.

United Biscuits (UK) Ltd (2004)
This advertisement for Mini Cheddar biscuits received ten complaints from people who believed the headline "Sister or Stripper", alongside women dressed as nuns, ridiculed the Christian faith.  We considered that the ad would be viewed by most as being light-hearted and concluded that it was unlikely to cause serious or widespread offence.

Lastminute.com (2003)
One person complained about this series of posters for a travel and lifestyle website.  The complainant believed that the use of biblical language mocked the Christian faith.  We disagreed with the complainant, concluding that the posters would not be seen as mocking the Christian faith and would not cause serious or widespread offence.

La Redoute (UK) Ltd (2004)
This advertisement, for a sleeveless vest with the words "Allah" and Mohammed" printed on it, appeared in a clothing catalogue and attracted one complaint to the ASA.  The complainant objected that the ad was offensive and degraded the Qu'ran because the featured words were sacred in the Islamic faith.  Although we acknowledged that the complainant had been offended, we considered that the ad was unlikely to cause serious or widespread offence. 

House of Fraser Stores Ltd (2001)
Three people complained that this magazine advertisement was offensive because it ridiculed a religious minority.  We agreed with the objection and ruled that the ad was likely to offend the Hindu community. 

Schering Health Care Ltd (2004)
The National Association of Catholic Families, the Catholic Truth Society, and an MP were among the 181 complaints that were received about this poster for a morning-after pill. We upheld the complaints that the ad was offensive on religious grounds. We considered that the ad was likely to be seen as a pun on the Roman Catholic dogma of the Immaculate Conception, which was therefore likely to cause serious or widespread offence. 

Bayer plc (2002)
The World Hindu Association objected to this ad, for pain relief tablets.  They believed the ad was offensive to Hindus because of the word "RUBBISH" stamped on a photograph where a man is shown making the "namaste" Hindu greeting.  We agreed with the complainants and decided that the ad was likely to cause serious or widespread.

Mr Kipling Mince Pies (2004)
A commercial for Mr Kipling Mince Pies, which parodied the nativity and the birth of Christ, received a total of 806 complaints.  The majority of complainants said they were deeply offended at what they felt was a mockery of a holy event in the Christian calendar.  Because of the high number and nature of complainants, we spoke to a spokeperson from the Church of England and to one from the Catholic Church.  Although we were told by them that the commercial did not seem particular offensive, it was decided that, because of the strength of feeling it had attracted, the commercial should be withdrawn.

Thane Direct 
This 30-minute commercial for two video box sets entitled "The Visual Bible" made various claims about the beneficial effects of the bible generally and the video in particular.  It included testimonials from those who had bought the video.  Concern was expressed that the commercial breached two the advertising codes on two points: that ads should not be used to promote doctrinal belief nor suggest that viewers should change their behaviours or beliefs; and that testimonials and references to individual experiences or personal benefits associated with a doctrine were not acceptable.   It was ruled that the commercial should not be shown again in its existing form.

Research
Our research has indicated that the offence experienced by those seeing ads featuring religious metaphors or imagery can be categorised into "rational offence" and "emotional offence".   Rational offence can be felt personally but was more often felt on behalf of others.  Its basis is the belief that it is wrong for religious imagery to be used in a particular way in an ad.  This belief, can be abated by whether the use of the image is justified by the context or purpose of the ad.  Emotional offence tends to create an immediate reaction of a very personal hurt or anger and a desire to have the offending ad removed immediately.  Those with strong religious beliefs were twice as likely to be both rationally offended and emotionally offended than those with no religious beliefs.

Ads containing religious imagery and words generate a relatively small proportion of complaints to the ASA and, our research has revealed that religious offence ranks relatively low when compared to other causes of offence. We have found, however, that complaints on religious grounds have increased significantly in the last few years.