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UK Advertising Standards Authority Adjudication
posted by Adam on 11:13 AM March 10th, 2004
News Rob writes "There is an interesting Adjudication from the UK ASA on a series of adverts from Nokia on their N-Gage Phone/Games Console. PC Pro reports: "With tag lines such as 'This is where I took on three guys... And made them cry like babies' and, 'This is where I made Kev look small', the ASA ruled that some of the ads were indeed 'offensive and distressing' and could 'condone or encourage violence'. The judgement also said that one advert which featured the line 'This is where I left Kate, Lucy and Michelle begging for more' might encourage sexual violence towards women." The whole adjudication can be read here. Look under New Adjudications Published, 18th Feb-10th March, then search by Advertiser name. It's interesting that they feel "taking on three guys... and making them cry" refers to violence by persons, but where female names are mentioned in the adverts, then that can only encourage violence against women"

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Take the bright outlook here... (Score:1)
by Boy Genteel on 03:15 PM March 10th, 2004 EST (#1)
(User #1161 Info)
::It's interesting that they feel "taking on three guys... and making them cry" refers to violence by persons, but where female names are mentioned in the adverts, then that can only encourage violence against women"::

Okay, but at least they're addressing the "cut him down to size/made them cry like babies" ads, also.
Re:Take the bright outlook here... (Score:0)
by Anonymous User on 04:45 PM March 10th, 2004 EST (#2)
Yep, I should have added that they did address the "size" advert with respect to potential bullying.

However, these other adjudications used gender neutral language or did not mention gender at all. Only in the advert which mentioned female names did they specifically use gender as part of their adjudication reason.

Rob
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