Home Office defends banned police ad

The Home Office is playing down any impact of the Advertising Standards Authority ban of its ‘policing pledge’ ad, claiming that advertising and marketing would have been halted prior to the general election in May anyway.

A spokesman for the Home Office says, ‘Media coverage for most government departments would have been curtailed anyway, to prevent distraction prior to the election.’

The television ad, created by Rainey Kelly Campbell Roalfe Y&R, claims that the public can expect neighbourhood police officers to spend 80 per cent of their time on the beat. It was deemed misleading and unsubstantiated by the Advertising Standards Authority, and has been banned with immediate effect.

The ad has been part of a wider campaign of TV, radio, press and online adverts launched last November to raise awareness about the policing pledge. According to the ASA, it did not make clear that the pledge was to include wider duties such as ‘talking to the public in the street, attending a residents meeting, challenging people’s actions or behaviour’.

In a public statement issued this morning, the Home Office said, ‘We are extremely disappointed by the ASA’s decision as the advert was approved by the recognised body prior to its broadcast.  We believe that ’on the beat’ is a recognised term for what the police do whilst working in neighbourhoods and engaging with communities.
 
‘We believe it is important to inform the public that they have a right to expect these national minimum standards, which is why we launched an advertising campaign to highlight these promises. Unless the public knows what it has been promised, it cannot then hold its local forces to account if its fails to achieve the standard.’

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here