NEWS Advertisements for Nokia's flagship gaming phone, the N-Gage, have been banned by advertising watchdog the ASA (Advertising Standards Authority) after complaints that the ads would encourage antisocial behaviour and upset children who had been bullied.
The advertisements, which appeared in cinemas and the press, as well as on poster hoardings across the country, featured dingy settings including a changing room and a caravan, with slogans including "this is where I made Kev look small" and "this is where I left Kate, Lucy and Michelle begging for more".
Those who complained to the ASA said the ads could encourage antisocial behaviour or violence, could prove disturbing for bullying victims and their families and blurred the line between violence in computer games and in reality.
Nokia countered that the ads were just promoting the wireless-gaming aspect of the phone - which has the slogan 'anyone anywhere' - by showing unique environments where users wouldn't expect to play their games and highlighting the competitive nature of gaming. The handset maker also said that it was not selling to kids and was targeting an adult market aged between 18 and 35.
The ASA upheld six out of nine of the complaints. Nokia, which said it wanted to create a "compelling and memorable" campaign, will now no longer be allowed to show the adverts.
The ASA said it will be monitoring to check that Nokia complies with the adjudication.
Comments
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1. S Saunders
How ridiculous. This is crazy. What next, will they stop any TV programmes or films showing scenes of death in case it offends any of the hundreds of people who’s lives are touched by this subject every day. Or will they ban boxing or American Wrestling because it brings back memories of being bullied. There are far too many do-gooders in the world. Surely these people’s efforts would be better used helping to stop the problems of bullying.
2. Russ
This country is doomed if this sort of thing is acceptable. It really annoys me to think that there are people out there who are a)offended by this, and b) motivated to complain to the ASA. If a multi-million (hundred thousand ?) pound ad campaign can be aborted on the say of a few sensitive souls out of the millions who saw the ads, then what's the point?
If these ads can be banned or 'recommended to stop' on the basis of a few complaints, then there is a worrying potential for do-gooder, wishy-washy, all-hold-hands-, cry-over-dead-animals, isn't-life-awful, mummy-help-me feelings to override the feelings of the well-adjusted majority. Is there a way to counter-appeal?
3. Russ
And another thing. I'm sick of having my life interrupted and inconvenienced for the sake of children. Nokia is looking at 18-35 year olds for this campaign and even though it will be seen by children, its for adults. if some kid is so wishy-washy that this ad makes them upset, then they are doomed to a long, agonising childhood. If they ARE being bullied at school then surely the thing to do is to address THAT, NOT try some 'bandage on a gunshot wound' approach by banning decent ads for normal people.
Kids are a lot more resilient than people think (i know, i used to be one). if they can cope with Tarantino, horror movies or peer pressure to inject drugs into their eyeballs (if you read some papers) then they can deal with this. If you watch the Simpsons you'll recognise Reverend Lovejoy's wife Helen's calls to 'won't someone please think of the children!!'
NO!
4. Rich
This ruling is too pathetic - in both senses of the word. If the ads disturb you, get counselling.
Or turn the telly off.
But please, stop meddling in everyone's business, oh ye of little imagination.
OK, so bullying is a horrible experience for any kid (or adult, I guess) but you don't address psychological trauma by wrapping the world in cotton wool.
To be honest I found these ads got annoying after several repeats - but the first time I saw them I was very impressed.
Both the style and the wording are reminiscent of the recent NSPCC print ads [which also received complaints, yawn] and led me to think they might be about domestic violence or some similarly weighty subject.
But wait, listen closer... it seems to be about getting your own back, getting even, standing up for yourself and gloating at your enemies' downfall. What's it all about?
And then comes the Nokia tagline. Brilliant. I expect they will win industry awards.
Now then...
Given that bullied kids tend to seek solace in fantasy I would imagine these ads are positively beneficial. Same goes for adults in the workplace. Stop bullied underlings "going postal". Don't get mad, get even.
Don't buy an Uzi buy a Nokia. Now there's a tagline to conjour with.
5. Keith
This is just one more step in the direction of mediocity.
I can't recall anybody complaining that an ad was too boring. Let's hope that advertisers can resist the temptation to conform.
Can anybody else remember the lack of creativity generated by the whinging of Mary Whitehouse and the financial constraints during the recessions of the 70's and early 90's.