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Harmful - Autoglass
HHCL/Red Cell

Issue

Eight viewers complained that their children, up to the age of six, were frightened and distressed by the commercial, which featured a driver inspecting a crack on his car windscreen. The crack grew, followed him into a lift, coming up through the floor and chased him through an office and down a street. The frightened man stopped, thinking he was safe, looked down and found the crack on his foot and creeping up his hands. In different versions the voice over either said, “Cracks catch up with you. Call Autoglass…” or “Repair your windscreen before it needs replacing…”.

Response

The agency said that it had no intention to produce a commercial which would scare children. The aim was to make the advertising interesting to adults. It appreciated however that a three year old wouldn't understand its rationale.

The advertisement had not been scheduled during children's programming.

The Broadcast Advertising Clearance Centre approved the commercial with no restrictions. It felt it was more fantastic and over the top than frightening but acknowledged that in light of the complaints a restriction should have been applied.

Decision

After the initial complaints were received, Ofcom instructed the BACC, pending the outcome of the investigation, to impose a post 7.30pm restriction on the advertising to keep it away from younger viewers who could be watching television at other times of the day. The BACC accepted that a post 7.30pm restriction should be applied in view of evidence of young children having been upset.

We acknowledged that it is sometimes difficult to predict what images might frighten the young. In this case, it appeared that the menacing crack, the fear on the man's face, and the dramatic background music together with the final image of the cracking hands had caused some very young children to be fearful. We therefore found the advertising in breach of Advertising Standards Code Rules 7.3.1 (Distress) and 7.3.7 (Use of scheduling restrictions).

Outcome

The post-7.30pm restriction imposed should remain

Misleading - AJ Travels

Issue

An advertisement for AJ Travels on SAB TV claimed to offer 'the best and cheapest international flights.' A competitor channel disputed that there was adequate evidence to back up this claim.

Response

SAB TV said it was acceptable for advertisers to make comparisons with other advertisers, their products and services in the interests of competition. It did not believe the advertisement unfairly discredited AJ Travels competitors. AJ Travel had made it clear to SAB TV that it shopped around for the cheapest flight available.

Decision

SAB TV had accepted AJ Travels assurances but could not provide adequate, objective evidence to demonstrate that the claim was valid. The advertising was therefore in breach of Advertising Standards Code Rule 5.2.1 (Evidence).

Conclusion

The advertising may not be repeated unless adequate evidence exists.

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