An ad for the film Dawn Of The Planet Of The Apes that showed an ape shooting a man dead with an automatic weapon has been cleared following 119 complaints.One hundred and nineteen people actually phoned, wrote and (presumably) emailed. One hundred and nineteen!
The Advertising Standards Authority (ASA) said the majority of complainants believed the ad was inappropriate for children to see …Right, OK, fair enough. Wait, when was it shown, again?
… while others believed the theme and content was unsuitable for juxtaposition with a mainstream sporting event.Oh, I dunno. A bunch of out-of-control apes running amok seems quite fitting, somehow. But…back to the broadcast time:
The ASA said the ad was unsuitable for young children and the 9pm restriction reflected this. It said: "While it was unfortunate that any distress was caused to younger viewers who did see the ad, we considered that the scheduling restriction in place, together with the time of broadcast, 9.50 pm, meant that it had been directed away from younger viewers."Quite! So, if you let your precious kiddiewinks stay up past the threshold, and they were traumatised, you’ve only yourself to blame. You’re the adult.
On the other hand, if you were traumatised, maybe you’re not really such an adult after all…