2011 UK Ad Banned For Targeting Children

27 Oct


The ad that you just watched was created by DLKW Lowe for the supermarket Morrisons. According to the article on AdWeek, many people were complaining about how the ad was “irresponsible” as the primary audience was children. With the main focus of the commercial being moping children who turned suddenly happy when given the opportunity to go to Morrisons, one can see the ethical issue. Although I thought it was a cute ad, it did seem to focus on the idea that children should bother their parents in order to take a trip to this supermarket. Also, with a chance to win a trip to Disneyworld, what child isn’t going to pester their parents.

Morrisons, however, defended their advertisement indicating that it only aired during adult programming and,with it being broadcasted in July, many kids would not see it. However the Advertising Standards Authority did not agree. They argued that the ad did indeed appear on some children programming, the main content featured children, and that Disney collectibles were offered. A quote from the ASA stated, “We considered these to be factors which would hold a strong appeal amongst children.The ad must not be broadcast again in its current form.”

Do you think they did the right thing by banning this ad?


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