Play’s advertisements criticised as “shocking”

2007-05-17

The Adverting Standards Commission has stated that one of the advertisements of Play, a mobile network owned by P4, portrayed children in an undignified and improper manner.
The commission has said also that billboards portraying a hand with severed fingers were too extreme and shocking. In their statement, the commission claimed that the advertisements might make the audience indifferent to violence and that they therefore breached the Advertising Ethics Code.
The Commission has also criticised an advertisement in which children were displayed at an adult party. The operator insisted that this was a metaphor, but the commission stated that the advertisement portrayed the children in an undignified light.
P4 has said that the campaign which was examined by the commission ended in April and that, because of the controversy, future campaigns will be different in character.

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