A
radio ad for the Anti-Terrorist Hotline stated The following message
is brought to you by Talk Sport and the Anti-Terrorist Hotline. The man
at the end of the street doesn't talk to his neighbours much, because he
likes to keep himself to himself. He pays with cash because he doesn't
have a bank card, and he keeps his curtains closed because his house is
on a bus route. This may mean nothing, but together it could all add up
to you having suspicions. We all have a role to play in combating
terrorism. If you see anything suspicious, call the confidential,
Anti-Terrorist Hotline. If you suspect it, report it.
1. Ten listeners, who believed the ad encouraged people to report
law-abiding citizens who acted in the way described in the ad,
challenged whether the ad was offensive.
2. 16 listeners, who believed the ad could encourage people to harass
or victimise their neighbours, challenged whether the ad was harmful.
3. Nine listeners challenged whether the ad made an undue appeal to
fear.
ASA Assessment
1. Upheld
The ASA noted that the ad described a man who always paid with cash,
did not speak to his neighbours and kept his curtains closed during the
day. We noted that description was based on behavioural trends
identified by the police, and that the ad suggested that, when taken
together, those behaviours could be grounds for suspicion.
However, we considered that the ad could also describe the behaviour
of a number of law-abiding people within a community and we considered
that some listeners, who might identify with the behaviours referred to
in the ad, could find the implication that their behaviour was
suspicious, offensive. We also considered that some listeners might be
offended by the suggestion that they report members of their community
for acting in the way described. We therefore concluded that the ad
could cause serious offence.
2. Not upheld
We noted that the ad conveyed its message in a measured and
reasonable tone, and we therefore considered the ad was not
sensationalist. We also noted that it did not suggest that listeners
approach, harass or victimise anyone about whom they might have
concerns, but instead asked listeners to call a police hotline. We
considered that the ad did not encourage or condone harassment or
victimisation and we therefore concluded that the ad was not harmful.
3. Not upheld
We noted that the intention of the ad was to raise awareness of the
planning stages of terrorist attacks and to engage the public in
reporting anything they might find suspicious. We also noted that the
ads message was presented in a measured tone, which we considered was
unlikely to provoke alarm.
Notwithstanding our concerns, in point 1 above, that the ad could
cause serious offence, we noted that the ad stated that the behaviours
described may mean nothing, but together could add up to you having
suspicions, and we considered that that conditional wording was
proportionate and unlikely to cause anxiety for listeners about the
extent of terrorist activity in their neighbourhood. We therefore
concluded that the ad did not make an undue appeal to fear.