Sock-burning safety ad banned by ad watchdog
The advertising watchdog has upheld a complaint against a safety ad which shows a man cheerfully burning his socks on an electrical fire.
Although the community service message from Fire & Rescue was aimed at demonstrating this as foolish, the Ad Standards Board ruled that it could encourage copycat behaviour from children.
(Ad courtesy of Ebiquity)
The ad features a man wearing a T-shirt with the word “Chance” on it burning the socks, with the message “Don’t leave anything to chance”.
One complaint to the ASB read: “I think this is potentially lethal! It is also irresponsible to show a man quite clearly enjoying setting fire to his socks on a dangerous electric fire. I understand the reason why it is done to show how foolish acts can be dangerous but the man warming his hands with a big smile on his face gives the wrong message to persons who do not get the real message or children. My own daughter copied an ad in the UK when she was 4yrs old (in 1995) warming her backside on a fire and burnt herself so I know this happens.”
Upholding the complaint, the ASB ruled: “The Board agreed that this portrayal was an adult concept that would not be understood by young children and that the likelihood of copycat behaviour could be quite high.”
Fire & Rescue NSW ceased running the ad and “are in the process of modifying the ending to more clearly show alarm from the character ‘Chance’ in order to address the issues raised by the complaint.”
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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I’m not sure which they should ban first – socks or electric heaters. But clearly someone must do something to stop this outrage!
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Dear ASB,
I have recently been in an accident which has resulted in my longer being able to teach my daughter the difference between dangerous stupidity and good sense.
So, can you please do it for me?
Thanks,
Dumbass
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I have to say I agree. Ad developed by marketing people not fire and rescus people
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