Violent Sin City posters under fire from watchdog

by Sam Matthews, Brand Republic 21-Sep-05, 08:30

LONDON - Interactive moving image posters for Hollywood blockbuster 'Sin City' have breached four advertising codes for decency, fear, violent behaviour and advertising.

The ads in question featured clips or stills from the film where characters are involved in high-speed police chases, with gun shots fired and car crashes. People could access the clips by pressing a button on the posters.

The ban comes depsite only one complaint being received. The complainant said the poster was distressing, offensive, violent and unsuitable for children.

Buena Vista International said that because the film was classified as 18 by the BBFC any material used in the poster may cause offence.

It said it had worked closely with the creative team to ensure the poster ads were acceptable. This included sourcing material from a 15 certificate trailer and removing all bad language and violence before placing the buttons for 'Sin City' poster higher than usual.

In addition, the posters had also been deliberately kept away from schools.

However, the Advertising Standards Authority said that not enough had been done.

"We considered that it was still possible for children to view the buttons that had been pressed and the images could be seen as condoning violence or likely to cause distress and serious or widespread offence."

The ASA found Buena Vista in breach of four CAP Code clauses and advised it to the consult CAP Copy Advice team before preparing similar ads in the future.

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