Infomercial for safety device actually promoted dangerous driving, rules ad watchdog
An infomercial for an in-car phone mount has been banned by the Ad Standards Board for depicting scenes of dangerous driving.
The complaint to the ASB t stated that the Global Shop Direct ad showed “multiple examples in the ad of a person using their phone while driving”, when “touching a phone is illegal while driving”.
The ad showed people at the wheel being distracted by phones that weren’t secured, before showing others using the Fast Ball phone mount and smoothly using map apps, making calls and changing music.
Defending the ad, Global Shop Direct argued that the users were not breaking the law in how they used the phone in its mount.
It argued: “The use of the product shown in vision, the disclaimers, and voice over do not represent or promote illegal usage of the product or go against road rules.”
However, the ASB panel noted that footage of a driver looking away from the road for five seconds would be interpreted as unsafe and in breach of road rules. Upholding the complaint, the ruling stated:
“In the Panel’s view the two scenes depicting people reaching for their phone and swerving and the depiction of the man looking at his phone for five seconds depicts material contrary to Prevailing Community Standards on road safety and that do breach … the Code.
In response Global Shop Direct agreed to remove the original ad, and release a modified version with the scenes of dangerous driving removed.
The modified version of the ad can be seen here:
