Amaysim burning lawn mower commercial banned by ad watchdog

Mobile phone plan provider Amaysim has had one of its “it’s time to say goodbye” ads banned for showing a man setting fire to a ride on lawn mower.

A complaint posted to the Ad Standards Board objected to the ad on the grounds it showed audiences, which included children, how to set fire to a ride on lawn mower.

Amaysim said the ad never shows the man setting fire to the mower, rather the ad cuts to the man holding a jerry can as he watches the mower burn.

“There is no depiction of the vehicle being set fire, and there is no indication of what is in the can. Moreover, the advertisement as a whole is comic and is not likely to be taken seriously by viewers,” the advertiser said in its defence.

The Ad Standards Board said in the context of a burning vehicle, it is a reasonable assumption that the jerry can holds flammable liquids.

Upholding the complaint, the Board said: “The Board considered that the depiction of a man standing next to flames with a container of flammable liquid was a depiction of a behaviour which would be against prevailing community standards on health and safety.”

Amaysim said it would remove the ad on Saturday 17th of February.

“It was never our intention to offend anyone with our advertisement. The spot was intended to showcase a situation in an over-dramatised yet humorous way. As a company we respect consumers and their concerns and always aim to act responsibly.

“The creative has been discontinued from TV from Saturday, 17 February, and we can confirm it has been removed online,” Amaysim said.


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