ASA tackles outdoor advertising

Barry Riley

The Advertising Standards Agency (ASA) has recently outlined its approach to complaints about sexual imagery in outdoor advertising, particularly with regards to the use of posters or advertisements displayed on the sides of buses.

This comes hot off the heels of the Bailey Report, looking in detail at the commercialisation and sexualisation of childhood.

The aim of the approach is to ensure maximum protection for children from imagery dubbed “irresponsibly sexual”. As far as definitions go, this terms is not defined (yet!), but the ASA has said that they will make any decisions as to suitability on a case by case basis. It will consider what is likely to be acceptable in outdoor advertising, taking into account evidence of the public’s view of outdoor images.

In addition, the ASA will focus on imaged in locations of particular relevance to children, such as schools, and will apply placement restrictions where appropriate, taking into account the nature of the product, the context of the advertisement, the medium in which it appears, its size, its audience, and the likely response to it.

Advertisers take note! This one could really affect you in the long run . . .

Barry Riley
briley@metcalfes.co.uk
DDI – 0117 9453 042

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