This perplexing print advertisement campaign was reprimanded in UK following an intense controversy over the advertisements. The campaign aimed at promoting Channel 4 television series ‘Six Feet Under’. The advertisements were published in leading newspapers and magazines of UK. Members of the public and the Cosmetics Toiletry & Perfumery Association along with other individuals complaint about the campaign on the ground that the campaign was offensive, shocking and likely to cause undue distress, especially to the recently bereaved.
In addition to it eyebrows were also raised and was complained about the campaign for being misleading because they did not make clear the identity of the advertisers or the nature of the advertised product. The Advertising Standards Authority has acknowledged that the images seemed to depict death, but pointed out the artwork was respectful and the models used were uninjured. Over the first allegation, the Authority reached to the conclusion that, in the context of broadsheet newspapers and magazines with substantial television sections, the advertisements were unlikely to cause serious or widespread offence.
At the same time, the Authority noticed the absence of ‘Channel 4’ or ‘Six Feet Under’ branding on the advertisements and ruled that people were more likely to be confused and misled, than amused by the advertisers ironic approach. The Authority warned advertisers that though campaign has ended but they must avoid repeating the concept in future.
