Online entertainment site rapped for 'Fockers' email

by Julia Pearlman, Brand Republic 30-Jun-05, 07:00

LONDON – An email advertising campaign by entertainment website Sendit.com has landed itself in trouble for using the word 'Fockers' in the subject line of the mail to promote the DVD release of 'Meet the Fockers'.

The email stated; "Dear xxxx, 'Meet the Fockers' is finally available to buy on DVD from May 16. Preorder your copy today and don't miss out on this hilarious sequel to 'Meet the Parents', after all you have to ask what sort of people call their son Gaylord!!!'

The complainants objected to the use of the word "Fockers" in the subject line, particularly because it could be seen by children.

The advertisers said the email was sent only to customers who opted to receive its updates on major film releases and that as a UK online store, it dealt primarily with credit card customers who had to be over 18 years of age.

Sendit.com said it had received many more positive responses to the email than negative and that the email subject was no more offensive than the title of the film, which had been advertised across the country as a 12A rated film.

The ASA told the advertiser not to repeat the approach after considering that the word "Fockers" was likely to be interpreted by recipients as an expletive and to cause serious or widespread offence.

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