ITC investigates New Baby nappy campaign

A TV ad for Pampers nappies may be taken off the air after 125 people complained that it was offensive and put them off their food.

The ad, which promotes Pampers New Baby Total Care range for new-borns and small infants, claims that the nappies have a special lining which absorbs “pee and soft poo”.

The Independent Television Commission (ITC) is investigating the complaints and will decide by the end of this week whether the ad, created by Saatchi & Saatchi, can continue to run or should be banned.

A spokeswoman for the ITC says: “The complainants found the words offensive, and some said that the graphics used put them off their food.”

Procter & Gamble launched the New Baby Total Care nappies in April. The product is described as a more absorbent version of Pampers, designed to better retain liquid waste.

The ITC spokeswoman says that while it is not possible to pre-empt the outcome of the investigation, the commission usually upholds complaints about ads on the grounds of offensiveness to a group of people.

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