Cookies policy statement
We are using cookies on our site to provide you with the best user experience.
Disabling cookies may prevent our website from working efficiently. Click ok to remove this message (we will remember your choice).

ASA Ruling on B More Creative Advertising and Design Ltd

B More Creative Advertising and Design Ltd

The Clock House
Kempshott Park
RG25 2DB


9 January 2013


Internet (on own site)



Number of complaints:


Complaint Ref:



A claim on a design company website stated "Who said good creativity should cost an ..." next to a picture of an amputee with one arm and leg.


An internet user challenged whether the image and text were likely to cause serious offence.

CAP Code (Edition 12)


B More Creative (B More) explained that they specialised in the pharmaceutical industry targeting healthcare professionals. The campaign was aimed at Clinical Commissioning Groups (CCG) responsible for planning and designing local health services in England. No search engine optimisation (SEO) was in place and they did not advertise to the general public.

B More said there was no intention for the ad to be regarded as in bad taste and had been tested with a focus group of 12 marketers, who all agreed that the advertising was strong, impactful, powerful and memorable, and relevant within the current cost driven market.



The ASA understood that the ad was aimed at healthcare professionals rather than the general public, but nonetheless considered that the image and text still had the potential to offend its target audience. The website was also easily accessible by the general public.

The expression 'costing an arm and a leg' was well known and often used in speech and the media, but we noted the ad went further by using the picture of a man with only one arm and leg to replace the saying in the claim "Who said good creativity should cost an ...". We considered that the claim went further than simply being in poor taste and we were concerned that using the image for a visual pun made light of disability. We therefore concluded that the ad was likely to cause serious offence to some people.

The ad breached CAP Code (Edition 12) rules 1.3 (Social responsibility) and 4.1 (Harm and offence).


The claim must not appear again in its current form.

How to comply with the rules

For advice and training on the Advertising Codes please visit the CAP website.

Latest tweets

Make a complaint

Find out what types of ads we deal with and how to make a complaint.

Press Zone

This section is for journalists only. Here you will be able to access embargoed material, breaking news and briefing papers as well as profile details for the ASA press office.