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Anti-smoking advert 'too frightening'
Anna Davis01.04.09
AN anti-smoking advert could distress young children by preying on their fears that their parents might die, the advertising watchdog ruled today.
The Advertising Standards Authority said the Department of Health's "Scared" TV and radio campaign would cause children stress and that the television version should not be shown before 7.30pm.
The TV advert begins with a child's voice saying: "I'm not scared of the dark, I'm not scared of spiders." Then as a woman is shown smoking, the voice says: "I'm scared of my mum smoking. I'm scared that my mum will die." On-screen text adds: "Over 2,000 people die every week in the UK from smoking-related diseases."
The ASA said: "Hearing an otherwise fearless peer say she was scared her mum might die because she smoked could frighten young children." The radio version did not breach standards, it said, as children were likely to listen to the radio with parents.
The Department of Health said 4,730 smokers sought advice on how to quit as a direct result of the campaign. A spokesman said: "Our advert is not meant to shock but to make adult smokers think about their smoking behaviour."
Reader views (10)
I couldn't agree more with this - I have often thought that the poor impressionable children are sitting there petrified their mum or dad is going to die whilst the parent is happily puffing away.
- Real, London
Sorry you are feeling so bitter Lindsay - perhaps you should speak to somebody about it? My father lived until 92 having smoked forty a day for most of his life. He also had a great time with his grandchildren. Unfortunately he lived to see the introduction of the smoking ban which caused him considerable angst at such an old age when not being able to enjoy a pint and a fag in his local pub of the past 50 or so years.
- Gary, London
It's funny how ex-smokers become all high and mighty after they've quit. Hypocrites.
- Ryan, Edinburgh, UK
Smoking is a form of drug taking which can affect not only the participant but those in the immediate surroundings.My wife & I can now go into a public house or club without coming out with clothes & hair permeated with the smell of tobacco smoke.I as an ex smoker discontinued as soon as I realised the folly of it all.
- Ronald Whitten, chesterfield derbyshire
That's stupid. Is it better that the parents keep on smoking so that perhaps their children can watch them die a little later in real life. If scare tactics work.........use them. Use whatever works. I shouldn't be saying this, in fact I should be encouraging people to smoke, after all they are all making a handy contribution to the tax department which I would otherwise have to contribute to. But as an ex smoker I can say with knowledge, SMOKING IS STUPID.
- Dennis, Taplow. U.K.
Kh, there's an enormous difference between giving your child a watered glass of wine with dinner and smoking! Smoking is an incredibly antisocial, foul stinking, disgusting habit that can potentially give not only the smoker but also those non smokers unfortunate enough to inhale the smoke cancer... along with many other diseases! In France, Italy, Spain and other countries where children are allowed a glass of wine with their dinner they don't have the binge drinking, teenagers getting hammered and vomiting in the streets, alcohol induced violence that we do in this country which just goes to prove that actually its a good thing to teach children that alcohol isn't such a big deal. And lets twist your (so called)logical argument around slightly, far more smokers may live long lives than die from lung cancer but far more smokers than non smokers die of lung cancer (and all the other smoking related diseases). Dress it up whichever way you like, smoking is bad for you, and those around you and as a (I hope) responsible adult that loves their child you should be discouraging it, not making them think its ok
- Kathy, london
I can't think of a better way to make people quit!
- Jay, London
Kh, smoking is the biggest cause of preventable disease and premature death. There are five times more people killied by smoking than by road accidents,suicide, murder, AIDS and illegal drugs put together. It's one thing exercising your right to choice, it's quite another putting your child at risk of being orphaned by indulging in something that could shorten your life or at the very least make you chronically ill in the years to come. Everyone in my family who smoked died of cancer. If my father hadn't smoked like a chimney, he might have lived to meet his five grandchildren. He didn't - instead I had to watch him waste away to a skeleton, still puffing away on the fags, when I was just 22. Don't think it won't happen to you.
- Lindsay, london
I do think the advert plays on fear and guilt. The fear of the children which in turn makes the parent feel guilty. i NEVER smoke in front of my child and i resent the implication that all parents who smoke do so. I am wholeheartedly sick of the anti smoking lobby and because they annoy me so much i will smoke WHEN I FEEL LIKE IT!!. And despite what marianne is implying people like myself are not 'protecting the industry', we are excercising our right to choice. oh and by the way if i was the man with the 8 year old i would inform her that despite what she is being fed by the anti smoking lobby, nmore smokers live a long life than die of lung cancer, and then i would tell her to go out and play. I bet marianne and her countrymen and women would think nothing of giving an 8 year old wine with their dinner! hypocrasy anyone?.........................
- Kh, London UK
Sorry, but I know of someone who DID give up smoking when his heartbroken 8 year old daughter told him she wanted her dad there to give her away at her wedding. [he gave up] So let's not protect the industry by pretending we're acting in the kids' best interests!
- Marianne, SW France
