Sky rapped for bad timing of Nicorette ad

BSkyB has been rapped by the advertising watchdog for scheduling a Nicorette ad classed unsuitable for children during an episode of The Simpsons.

The Advertising Standards Authority accused the broadcaster of “inappropriate” scheduling because the ad, for Icy White Gum, ran during a programme likely to be seen by a “significant” number of young children.

The ad, created by AMV.BBDO, shows a man’s mouth removed from his face. It carries an “ex-kids” restriction, which is intended to limit the chances of young children seeing it.

BSkyB argued The Simpsons was not a children’s programme, but the ASA claims Broadcasters’ Audience Research Board (BARB) figures show a “high proportion” of children who watched the show are aged four to nine.

It has asked BSkyB to “take more care” when scheduling ads.

The ASA did rule the ad is unlikely to frighten or distress young children because of its “light-hearted” music and “cartoon-like feel”.


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