 An
advert featuring the word 'porno' has been criticised after it appeared
on Edinburgh's buses.
Nutters whinged at adverts for the film Zack and Miri Make a Porno
for exposing young children to the word "porno". And they were
further enraged when their complaint to the local authority was blocked
by a firewall – because of the word "porno".
The Advertising Standards Authority (ASA) – which has received 149
complaints over the issue – ruled the posters are acceptable as neither
they, nor the film, promote pornography.
Andrea Becquemont, an Edinburgh parent, said she was shocked to see the
word emblazoned across Lothian buses. She described the ASA's decision
as outrageous. It is an offensive word because it relates to
pornography and the sex trade. I'm disgusted they would find it
acceptable for children to see that word on a bus which could travel
past schools and nurseries.
She e-mailed a complaint regarding the adverts to City of Edinburgh
Council, as the major shareholder of Lothian Buses, but it bounced back:
If it is acceptable, why won't the council accept an e-mail which
contains the word porno, and why is it bleeped out on the radio during
the day? Children shouldn't be asking their mum or dad what does porno
mean? It's too much.
Iain Coupar, the Lothian Buses marketing director, said: We received
one e-mail complaint, which we shared with our advertising agency CBS
Outdoor, who are responsible for commercial advertising on our buses.
He said the company believed the advert conformed to the British Code of
Advertising, and stressed that it had been approved by the ASA and the
Committee of Advertising Practice (Cap).
He added: We regret that the advert may have caused some concern.
However, we can confirm that all the adverts have now been removed from
our buses.
A spokesman for CBS Outdoor said it had consulted Cap on the advert
before sanctioning its use across the UK. He said: Cap judged the
advert would conform to ASA guidance, which has proved to be the case.
A spokeswoman for ASA said 149 complaints had been received about the
posters for the 18-certificate film. She said: It was considered that
whilst the word porno and its connotations might be distasteful to some
people, the actual film and advert itself contained nothing explicit and
that it was not promoting pornography.
A spokesman for Edinburgh council suggested use of an asterisk in
e-mails when complaining about an offensive word would get them through
the council's firewall. He added: Words like casino, porno and Viagra
are blocked by most office e-mail firewalls to stop spam clogging up
employee inboxes.
|
