Ad description

A TV ad for a dating website,, featured various animated characters including a fireman, policeman and a nurse. The voice-over stated, "Things are hotting up at Do you work in uniform or just fancy those who do? Join free now ..." On-screen text stated "18+ only".


The complainant challenged whether the ad was scheduled appropriately, because it was seen on Film 4 during an afternoon broadcast of the film "Honey, I Blew Up the Kids", when it could be seen by children.


NSI (Holdings) Ltd, trading as, ran ads specifically targeted at adults that were 25 years of age and over and also operated a dating website that was for adults only. They relied on channels to advise them if their ads needed a restriction.

Clearcast cleared the ad in 2010 with a restriction such that it was not transmitted in or adjacent to children's programmes or programmes directed at or likely to be of particular appeal to audiences below the age of 18 years. In 2012, that restriction was removed as they considered the content was unlikely to have particular appeal to under-18s.

Channel Four said the ad was an old ad cleared in early 2010 prior to the Advertising Code change but no longer carried a restriction. The audience index rating for children for the ad break was 84.


Not upheld

The ASA noted there were currently no scheduling restrictions applied to the ad. Although the ad featured animated characters in uniforms who were behaving flirtatiously, it did not include any explicit sexual references. We appreciated that some viewers might find the ad distasteful, but considered it was unlikely to be seen as unsuitable for them. We checked the audience index figures for the ad break and noted it did not attract a significant proportion of children. We therefore concluded that the ad was scheduled appropriately and did not breach the Code.

We investigated the ad under BCAP rule  32.3 32.3 Relevant timing restrictions must be applied to advertisements that, through their content, might harm or distress children of particular ages or that are otherwise unsuitable for them.  (Scheduling) but did not find it in breach.


No further action necessary.



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