Metropolitan Police rapped for violent radio ad

by Julia Pearlman, Brand Republic 22-Jun-05, 10:00

LONDON - A radio ad for the Metropolitan Police has landed itself in trouble after a listener complained that the spot, featuring a man threatening to kill his girlfriend, had been broadcast at times when children could be listening.

The ad highlighted the issue of domestic violence. Created by Miles Calcraft Briginshaw Duffy, it was broadcast on Capital FM and featured a distressed woman who had locked herself in the bathroom after being attacked by her boyfriend.

Listeners can then hear her talking on the phone to a police operator while her boyfriend threatens to kill her.

The Met Police said it booked its advertising spots on Capital FM before the Radio Advertising Clearance Centre gave its scheduling restriction to steer away from breakfast and evening drive times.

The male listener complained that he heard the ad at various times during the morning and that it was not suitable for broadcast when children could be listening.

Although the media buying agency had tried to move as many of the spots away as possible, 8% of the ads booked on Capital remained within those times.

The Advertising Standards Authority said the content of the ad was capable of causing distress and should have not been broadcast at times when children could have been listening.

"Although scheduling of advertising is the ultimate responsibility of the broadcaster we do expect stations to follow RACC sceduling warnings where appropriate," the ASA concluded.

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