The public gives the ASA its views on violence

21 January 2008

Last year complaints to the Advertising Standards Authority (ASA) about violent imagery in advertisements increased significantly. Members of the public objected that some ads, in particular those for computer games and horror films, were unsuitable because they were graphically violent, encouraged, glamorised or condoned violence and were therefore socially irresponsible. Specifically, the public expressed its concern about the need to protect young people from violent imagery.

The ASA responded to these concerns by holding a seminar in Nottingham in November 2007 in order to gauge the public mood on this issue. Delegates with a personal or professional interest in the subject were invited to have their say on where the line should be drawn.  The seminar provided an excellent opportunity for the ASA to hear first hand what the public’s views were.

The seminar feedback report has now been sent to the ASA Council, the decision making body that adjudicates on complaints about ads. The report will help to inform Council when they are judging whether violent ads are in breach of the advertising codes.

Access a  full copy of the report