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Dairylea has removed its TV spot starring a dinosaur for Dairylea

Dunkers from daytime and early evening schedules, after the Independent

Television Commission received more than 100 complaints that the ad

frightened young children.

In view of Dairylea’s prompt action, the ITC decided not to uphold other

complaints that the ad portrayed too much violence and took a degrading

view of women.

In its latest advertising complaints report, the ITC said that the high

number of complaints - 115 - was probably because the cavewoman victim

was played by an actress rather than an animated character. In the spot,

she is caught by a dinosaur who dips her in cheese and then bites off

her head.

The ITC also criticised the J. Walter Thompson ad’s ’frightening’

soundtrack.

Mobile phone advertising also came under fierce attack in the report,

which censured ads by WCRS for Orange; Bartle Bogle Hegarty for

One-2-One; BMP DDB for Vodafone and Bates Dorland for Woolworth.

The ITC said all the ads failed to state clearly that phonecards on

offer were time-limited. It felt that viewers would think the cards

worked in the same way as traditional phonecards and upheld complaints

against the ads. The One-2-One and Orange campaigns had completed their

runs but the other companies’ advertising was removed from air.

An Adidas spot by Leagas Delaney featuring a basketball player under

attack from demonic figures also drew complaints from viewers who felt

it might have a harmful effect on children.

The ad had been approved by the Broadcast Advertising Clearance Centre

for broadcast outside children’s programmes but a decision was made to

impose a 7.30pm watershed after the complaints, which the ITC upheld.