01 May 1998

TV WATCHDOG, the Independent Television Commission, has banned a campaign by lifestyle survey specialist ICD Marketing Services because of an indirect inference in the ad that its consumer questionnaire is an 'official' document. Upholding complaints from sixteen viewers, the ITC ruled that the ICD campaign created the misleading impression that its questionnaires, delivered to 20 million households, were sponsored by an official or government source rather than a commercial organisation. [As ever, the ITC has shut the stable door after the horse has bolted. The offending campaign and questionnaire distribution took place in mid-March!]