ASA closes case on atheist bus ad campaign

United Kingdom

Hadassah Nymark

January 21, 2009

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ASA closes case on atheist bus ad campaign

LONDON - The Advertising Standards Authority today ruled that the British Humanist Association's "There's probably no God" bus ad campaign is not in breach of the advertising code.

The ad provoked 326 complaints from people who found the ad offensive and disrespectful.

Complainants also challenged the advertiser’s claim that God probably does not exist, arguing that it was misleading as they could not substantiate the claim.

However, the ASA concluded that as the ad was an expression of the advertiser’s opinion, its claims were not capable of objective substantiation.

A spokesman said: "While the content of the ad may be opposed to the beliefs of many, it was unlikely to mislead people or to cause serious offence."

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