Survey seeks views on acceptability of dead actors in ads

Audience Research on behalf of the Talent Corporation, a casting and

celebrity services specialist.

The company, whose subsidiary, Dead Famous, offers advice to agencies

seeking to use dead celebrities, clashed with Philip Circus, the

Newspaper Society’s advertising consultant, who had warned agencies

about paying for licences when they were not needed (Campaign, 8

May).

The survey idea follows a meeting between Circus and Ron Mowlem, the

Talent Corporation’s chief executive. Mowlem said: ’There’s been a

meeting of minds. What happened between us was a complete

misunderstanding and we’re agreed there is a need to test the depth of

public opinion on the matter.’

UK law allows advertisers to use a celebrity’s image as long as it is

unaltered and permission from the image’s copyright holder has been

obtained. In the US licences are required.

The issue has arisen as a result of advances in digital technology like

that used in Young & Rubicam’s Ford Puma commercial, which appeared to

show the late Steve McQueen driving the car.

’Although under UK law advertisers don’t have to pay the estates of dead

celebrities, there is a moral question to be considered as well as the

risk of a PR disaster if permission isn’t sought,’ Mowlem added.

Circus said: ’We’re both agreed that the use of dead celebrities in the

UK doesn’t legally require a licence, but there may be sound PR reasons

for obtaining one.’