This online advertisement had appeared on a web site for Thorpe Park in UK, which was advertising discounted entry to the theme park. The home page of the web site was carrying a message that stated, ‘Take a September Sickie ENTRY ONLY £18’. The link led to another page where one could find, Top Tips, which included the suggestion, ‘Phone in yourself rather than getting someone else to do it for you. At least you’ll know the illness won’t be embarrassing!’ and ‘Over-use of the sickie will seriously affect its chances of success. And your career prospects!’
The complainants alleged that the advertisement was irresponsible and it has set a bad example for young people as it supported employees get off from the work by providing fallacious pretences and it further gave suggestions on how to do so.
The advertisers argued that the campaign was not intended to promote absenteeism. They contended that the advertisement just acknowledged the reality that hard-working employees needed a break in autumn.
The Advertising Standards Authority acknowledged lighthearted approach of the campaign. However, it ruled that the use of the word Sickie and the Top Tips for taking a sickie encouraged absenteeism from work under false pretences. It further considered the campaign irresponsible and asked Thorpe Park not to use the approach in future promotions.
Via Best Rejected Advertising
