Everyone has a slight fear of something, but when that fear becomes a severe phobia, it can have an impact people’s lives, especially if the cause of that phobia cannot be avoided in daily life. This article looks at the things that marketers might need to be mindful of in this area.
There is nothing to fear but fear itself… and spiders.
The Code does not prohibit the use of images or claims that might trigger an individual’s phobia. This is primarily because there are a huge number of subjects on which people are phobic and that can be very personal to that individual. An image or reference that might trigger one person might be completely innocuous to someone else. This concept is explored, amongst other things, in CAP Advice on Mental Health: ‘Triggering’ or traumatic imagery.
Despite this, it should be remembered that phobias are recognised as mental health conditions, and this is an area where marketers might need to tread lightly when depicting or referring to individuals with severe or debilitating phobias in to avoid irresponsible or offensive content. Anyone looking to create a campaign around mental health should also read our Mental Health: Depicting mental health conditions guidance.
Oh, what a tangled web we weave!
Marketers who make claims about treating phobias must hold robust documentary evidence to support their claims, most likely in the form of clinical trials as set out in this CAP Guidance. If advertisers state or imply that their techniques can successfully help someone with their phobia and they do not hold such evidence, an ad might be at the receiving end of an upheld ruling from the ASA. For example, in 2018 an advertiser had a complaint upheld against them as they were unable to substantiate claims that "A girl was cured of a phobia of spiders on stage in 10mins” (The Speakmans, 14 November 2018).
Some phobias might emerge in childhood alongside obsessive behaviours and high levels of anxiety. Claims to cure or event treat those conditions must be supported by a very high level of evidence (rule 12.1). Such claims also risk discouraging essential medical treatment if that treatment isn’t carried out under the supervision of a suitably qualified health professional (rule 12.2) That was explored in this ASA ruling.
Clowning about
Coulrophobia (fear of clowns) is quite common (and we kind of get why…) and they have popped up (eeek!) in a few ASA investigations over the years.
In 2015, the ASA considered a poster ad for a horror film which included an image of a clown. Some of the complainants had coulrophobia and others felt the ad could cause excessive fear or distress in children. The ASA disagreed and whilst it acknowledged the ad might be frightening for some, it ruled that the image was not menacing or overtly threatening, and was therefore unlikely to cause excessive fear or distress.
Also in 2015 (hang on, when was that clown epidemic?!), there were complaints about an ad for a clown fancy dress costume which was accompanied by the word “psycho”. Although the ASA acknowledged that some people would find ad distasteful, it did not consider that it reinforced negative attitudes about mental health and that when viewed alongside the costume, the word “psycho” would instead be understood as a reference to the type of villainous fictional character found in a horror film.
If you need help with an upcoming campaign, don’t be scared to contact our friendly Copy Advice team. We won’t send the clowns, snakes or spiders after you – promise!
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