A TV ad for a competition related to the film Nerve , seen on 3 August 2016, featured a voice-over that stated, Welcome to Nerve. Nerve is like truth or dare, minus the truth. To celebrate the release of Nerve, we are giving
you the chance to win a cash prize. We just want you to show some nerve. Head to mtv.co.uk/nerve to choose a dare, then share it at @MTVUK with #MTVGOTNERVE to enter. Are you ready to play? . The voice-over was accompanied by scenes from the
film, including a man on a skateboard holding onto the back of a moving car, a group of men jumping into the sea from a cliff, a man hanging from a crane, a man on a motorbike speeding through a red light, a woman walking across a ladder
horizontally spanning the gap between two buildings, someone falling from a crane, and a man lying between train tracks as a train passed over him.
The ad was given a post-9 pm scheduling restriction by Clearcast, which meant that it should not be shown before 9 pm or in or around programmes made for, or likely to be of particular appeal to, children.
A complainant challenged whether the ad condoned or encouraged dangerous practices.
Assessment: Complaint upheld
The ad featured scenes showing young adults engaged in a succession of highly dangerous activities. Various scenes had the appearance of being filmed on mobile phones, including some which featured overlaid graphics to look like video clips on
social media. A couple of scenes were shot as if the viewer were looking up through the screen of a smartphone, including a shot with overlaid social media-type graphics which showed a woman swiping the word ACCEPT . Those scenes
established the film's theme of young people daring each other, via social media, to video themselves undertaking dangerous behaviour and post the video on social media as proof they had completed the challenge. We noted that the theme tapped
into an ongoing trend in youth culture of young people challenging each other on social media into potentially dangerous behaviour, such as Neknominate and the Cinnamon Challenge .
We acknowledged the competition did not require participants to engage in any of the behaviour featured in the ad, and that some scenes showed the negative consequences of such behaviour. However, we considered that in the context of youth
culture around social media challenges, the ad's challenge to viewers to show some nerve in accompaniment with the scenes of young people engaging in dangerous behaviour condoned, and was likely to encourage, behaviour that prejudiced
health or safety. We acknowledged Clearcast had applied a scheduling restriction to prevent the ad being broadcast before 9 pm, but we considered that because it both condoned dangerous practices and was likely to encourage viewers, particularly
teenagers and young adults, to engage in dangerous practices, it should not have been broadcast at any time. We concluded the ad therefore breached the Code.
The ad must not appear again in the form complained about.
Australia's advert censor has upheld a complaint against Sony Pictures Australia over online advertising for animated comedy movie Sausage Party that a couple of viewers found 'offensive'.
The Advertising Standards Board (ASB) released the case reports of two separate complaints about the advertising, one appearing on Facebook and the other appearing on news.com.au.
The advertisement shows characters from the movie with dialogue including fuck you up, move your fucking ass, and shit . The dialogue is not only spoken, but the words appear written on the screen in large letters.
The complainants told the ASB the advertisement was a pop-up, which they did not choose to open, and involved no warning of inappropriate language.
In a response to the complainants and the ASB, Sony claimed the advertisement was purchased programmatically and was not intended for viewing by people under the age of 15. In response to the complainant who saw the video on Facebook, Sony said,
Facebook requires everyone to be at least 13 years old before they can create an account . Sony claimed that due to the programmatic purchasing of the online advertisement, which is intended to limit the age groups that can view the ad, the
content did not breach the code.
However the ASB disagreed, believing the advertisement's use of the word fuck infringed on the code of ethics, and upheld the complaints. The ASB also determined the ad's placement on Facebook would include people under the age of 15, as
website allows users to register once they turn 13.