These reports are case summaries of complaints which appeared to raise issues of substance in relation to the interpretation of the ITC Advertising Standards Code. Summary statistics of non-substantive complaints can be found in the full reports which are obtainable from the ITC.
Time Life - The Bible
Complaint from: 3 viewers
Background
An advertisement for The Bible, a Time Life video telling the story of Jesus, was shown during Milkshake, the children's segment on Channel Five. It included a shot of Jesus, bleeding from the forehead from wearing a crown of thorns.
Issue
Viewers complained that their children had been upset by the advertisement. They did not think it should have been shown during children's television.
Assessment
Five explained that the advertisement did not carry an ex-kids restriction, designed to keep unsuitable material away from programmes made for or likely to appeal to children. It did not therefore consider the material inappropriate for broadcast during Milkshake.
The ITC judged that the graphic image of a bleeding forehead could be capable of distressing children and as such it was unsuitable for broadcast during children's programmes. It instructed BACC to impose an ex-kids restriction with immediate effect pending the outcome of the full investigation.
The advertiser accepted that some of the images might be upsetting to very young children and agreed to the restriction.
In view of the fact that children are likely to find images of bleeding wounds distressing, the ITC was concerned that the BACC had originally approved the advertisement without any restriction. It warned that any future advertising with similar imagery should take this into consideration. It confirmed that the current version of the advertisement should retain the ex-kids restriction already imposed.
Conclusion
Complaints upheld. Breach of ITC Code Rule 7.3.7.
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