Barclays ad accused of encouraging ‘parasitic’ behaviour

A Barclays ad featuring a girl demanding increasingly expensive gifts from her father as she progresses through life has been accused of portraying children as “parasitic”.

https://www.youtube.com/watch?v=jE7ofhcVACU

The BBH created television spot, dubbed “you versus unconditional love”, shows a demanding daughter insisting her father buys her a bike, horse, car and house.

The Advertising Standards Authority spot had received eight complaints to Friday (25 February). Complainants said the ad could encourage children to imitate the character in the ad.

A spokeswoman for Barclays says the ad is intended to be a “playful exaggeration on the reality of parenthood” and the costs involved in bringing children up. She adds the “majority of responses [to the ad] have been very positive”.

The ASA is currently assessing the complaints to decide whether to launch a formal investigation.

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