Virgin Mobile had launched a unique promotional campaign in UK using an insert in the Mirror, the Sun, the Daily Mail and the TV Times, OK and Chat magazines. Interestingly, the insert was in the form of a handwritten letter in which a person was explaining that he was shifting his business to Virgin Mobile. Trading standards Department including several alleged that the advertisement was likely to cause serious or widespread offence.
They further argued that the insert was in a form of letter and it did not appear like advertisement. Further, it could encourage children to copy the language used in the insert and could cause widespread offence. The advertisers argued that the insert was not intended to offend people and argued that it would not cause serious widespread offence.
However, upholding every allegation the advertising watchdog ruled to place a ban on the advertisement. The ASA considered that ad was offensive and the insert was likely to cause serious or widespread offence, as the insert had been designed to resemble a handwritten letter and because its tone was aggressive. They also noted that it could encourage children to copy the language used.
Via Best rejected advertising
