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ASA rejects Madeleine ad complaints

The British advertising watchdog has rejected complaints over a ‘distressing’ advertisement about the disappearance of Madeleine McCann, which was shown before a children’s film. The Advertising Standards Authority (ASA) had received 23 complaints about the short film, screened in cinemas before the children’s movie Shrek the Third. The complaints alleged that the short film was likely to upset young children. The voiceover accompanying the ad highlighting her abduction said, ‘Madeleine McCann has just turned four years old but her parents weren’t around to share this special day.’

During the voice-over a number of photographs of Madeleine were shown. In its judgment the ASA acknowledged that the information film was ‘inherently upsetting’, however added that the ad ‘raised awareness of the missing child with the aim of finding her’. A spokesperson added that the advertisement was ‘not socially irresponsible and was unlikely to cause undue fear and distress’.

The ASA investigated the Madeleine petition under clauses covering responsible advertising, fear and distress plus children, but ruled that the advertisement did not breach any regulations.

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Dr Prem Jagyasi

Dr Prem Jagyasi

Author, Chartered Consultant, Personal Branding Expert & Global Trainer at DrPrem.com
Author of several life improving guide books – Dr Prem is an award winning strategic global leader, successful chartered consultant, personal branding expert and global trainer.  Dr Prem has traveled to more than 40 countries to work with above 150 international organisations and to speak in global conferences. Dr Prem has published several guide books and numerous niche websites which have millions of reader across the globe.
Dr Prem Jagyasi
Dr Prem Jagyasi