Get a demo Do I subscribe? News sign-up
Print

ASA ORDERS SONY TO SUBMIT ALL ADS FOR APPROVAL

News, 01 February 1999

THE ADVERTISING STANDARDS AUTHORITY has ordered Sony UK to submit all future ads for its prior approval. The decision follows the watchdog’s conclusion that Sony had been ‘irresponsible’, following a number of rulings that its ads were ‘distasteful and offensive’. One example was a pseudo-medical mailing to 500,000 homes with envelopes overprinted ‘Private and Confidential’ and ‘Test. Denying that the company deliberately set out to use shock tactics, a Sony spokesman claimed that its latest offending poster campaign ‘was seen by ten million people and just ten complained about it; but, of course, we’ll comply with the ASA ruling. We have already apologised personally to everyone who was aggrieved by the mail-out.’ Sony is only the third advertiser required to submit its campaigns in advance to the ASA. The other two are Talk Radio and the Campaign for Racial Equality.