Dangerous TV Ad for Wrigleys chewing Gum Is Banned

DevonLive ^ | 21 FEB 2018 | Neil Shaw

[nickcarraway]

Watchdogs upheld two complaints from viewers

A "dangerous" TV ad showing a woman chewing gum while playing football has been shown the red card.

Watchdogs upheld two complaints from viewers who feared the ad for Wrigley's Extra might encourage kids to carry out the "dangerous practice" of chewing gum while playing footie.

The ad, which was seen last September, was found to be in breach of rules regarding children plus harm and offence.

It was banned from being shown again, and Wrigley's - based in Devon - were warned not to show people chewing gum while playing sport in any future ads.

In the ad, a young woman stood in a football kit on a pitch preparing to take a penalty kick while chewing gum.

The shots were accompanied by a voice-over which stated: "The goalie has studied every one of your shots. She knows you're going for her left corner. She even teases you, calling the shot. But her legs are trembling, not yours. Time to shine. Extra."

But two complaints were received by the Advertising Standards Authority (ASA).

One challenged whether the ad condoned or encouraged a dangerous practice while the other claimed the ad featured behaviour that could be dangerous for children to emulate.

Wrigley's said that, although the ad depicted a woman chewing gum preparing to take a penalty, they considered it was "acceptable" as it didn't depict her in "full motion" whilst chewing gum, and instead showed her stationary.

But, explaining the decision to uphold the complaints, a spokesman for the ASA said: "We noted the ad depicted a young woman on a football pitch in what appeared to be a five-a-side football game.

"We considered this was a common and recognisable setting that many viewers, including children, would be familiar with, and accordingly would be easy for them to emulate the scene depicted in the ad.

"We noted the ad was for chewing gum and placed a prominent focus on the woman chewing gum in the ad.

"Although she was depicted stationary, we considered it was clear that she was about to run and take a penalty kick, and suggested she had already been chewing gum during the game.

"We considered the voice-over, 'But her legs are trembling, not yours. Time to shine. Extra' condoned and encouraged chewing gum while playing sports.

"We understood there had been several reported incidents of people choking on gum whilst playing sports.

"We therefore considered that chewing gum whilst playing sports was an unsafe practice and one which could be dangerous for children to emulate.

"As such, because the ad condoned and encouraged chewing gum while playing sport, we concluded that the ad breached the Code."

He added: "The ad must not be shown again in its current form.

"We told The Wrigley Company Ltd not to show people chewing gum while playing sport in any future ads."

[dfwgator]

Luis Suarez proves you can chew and play soccer at the same time....