Having generally not blogged on ASA, along come two useful rulings in one day - the rejection of complaints about the 'beach body' ad (albeit with some restrictions imposed), and now this: MTV sharply criticised for the high proportion of alcohol ads during the Geordie Shore slot.
That oh-so-familiar theme of protection of children is to the fore once more...
MTV argued that the show is "clearly" an adult show, but ASA data rather straightforwardly contradicts this by revealing the high proportion of under-18s forming part of the audience.
Of course the brands advertising their alcoholic goods in this slot would deny this - it is outlawed after all! - but access to under-18s is surely an attractive element of the audience for these advertisers? Furthermore, it would be odd if MTV hadn't provided their ad sales agency with detailed demographics of the audience; advertisers, and the buying agencies who negotiate fees and place their ads, will always want to know who they're spending money to target - if you're selling a stairlift, retirement homes or pensions you're hardly likely to want to spend money on ads during a youth-oriented show!!!
Read the full article - link below the line.
Original article.
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