Euro TV ad provokes complaints

One hundred and six viewers have objected to the Independent Television Commission about the Government’s hard-hitting ad that encourages businesses to prepare for a new European currency.

One hundred and six viewers have objected to the Independent

Television Commission about the Government’s hard-hitting ad that

encourages businesses to prepare for a new European currency.



The ad, created by TBWA GGT Simons Palmer, showed a fictitious

businessman, called Martin Skinner, shouting at his staff for not being

aware of the euro and its implications.



Fifty-seven complainants said that Skinner’s behaviour condoned and

might encourage bullying at work, while 48 objected that the campaign

amounted to political propaganda for the UK to adopt the euro as its

currency.



While the ITC accepted that the ad was aggressive in its emphasis, it

concluded that the advertising was unlikely to have a significant

influence on managers’ behaviour in their treatment of staff and did not

uphold the complaints.



Separately, 175 viewers complained about a series of commercials for

Swedish furniture chain IKEA, made by St Luke’s, which featured a spoof

Swedish psychiatrist satirising English reserve.



Some complainants objected that the strapline ’Don’t be so English’ was

offensive and racist, others were offended by allusions to

homosexuality.



The ITC did not believe the campaign exploited a negative national or

racial stereotype in a way likely to encourage prejudice, and judged

that the implication of homosexual relationships was unlikely to be

offensive to most viewers.



The commission did not uphold any of the complaints.



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