Mobile phone ad 'breached rules'

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The television ad for LG Electronics opened with the woman stuck in her car in a traffic jam before showing a close-up of the phone as a finger touched the screen.

The advert drew 33 complaints from viewers, who said it was likely to encourage dangerous behaviour.

Upholding the complaints, the Advertising Standards Authority said the sequence of images implied that she had been using her mobile phone at the wheel of her car.

It said the ad could condone viewers' use of their mobile phones while driving and ruled that it should not be shown again in its original form.

Defending the ad to the watchdog, LG Electronics said the woman had not used her phone in the traffic jam, but had instead imagined what she could be doing on her mobile instead of being stuck in traffic.