Last month, this site highlighted the Old Jamaican ginger beer advert that felt poisoning a husband was acceptable.
Steve who is a regular on the blog has now had a response after he complained (thanks Steve for sending). The response shows a complete disdain for male victims of doemstic abuse and violence against men in general. The bottom line is if the ASA recieved a complaint about a man posioning his wife - they would find against it and have it banned - but because it is men - well, they don't count.
Posted by Skimmington
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Thank you again for contacting the ASA. I’m sorry to learn that this ad has caused
you concern.
Our Code says that ads should contain nothing that is likely to cause serious or widespread offence.
The ASA bases its judgments on the content of the ad and the medium, audience, product type and prevailing standards in society.
Complaints about offence often require difficult judgements but we don’t intervene where advertising is simply criticised for being in poor taste. Apart from freedom of speech considerations, even well-intentioned and thoughtful people will have different and sometimes contradictory opinions about what constitutes ‘bad taste’ or should be prohibited. We can only act if the ad, in our judgement, offends against widely accepted moral, social or cultural standards.
We recently referred your complaint about this ad to the ASA Council, the final arbiter concerning decisions relating to breaches of the UK Codes of Advertising. An ad might be in breach of the Codes by, for example, being likely to cause serious or widespread offence, being materially misleading or risking or causing significant harm. The Council considered the ad and your complaint but concluded that there were no grounds for further action on this occasion.
While the Council understood that the theme of the ad might have been distasteful to some viewers, it did not consider it likely to be interpreted as condoning or making light of domestic violence or that it was likely to cause serious or widespread offence or undue distress.
I realise this may disappoint you, however we’ve passed on your complaint to the advertiser (without revealing your identity), so they’re aware of the concerns that have been raised.
Thank you again for contacting us with your concerns. Our website, www.asa.org.uk, contains information about the ASA and the work we do.
Kind regards,
David Humber
Complaints Executive
Direct line 020 7492 2248
Advertising Standards Authority
Mid City Place, 71 High Holborn
London WC1V 6QT
Telephone 020 7492 2222
www.asa.org.uk
Follow us on twitter: @ASA_UK
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