The Home Office and Child Exploitation and Online Protection Centre ad, created by Rainey Kelly Campbell Roalfe/Y&R, claimed "what you say online isn't always what a paedophile hears. Giving out personal info could let a paedophile track you down. Be smart online, be safe online. Visit ".
A listener visited the website she thought was quoted, "thinkyouknow.co.uk" and found links to sites containing pornography.
The Child Exploitation and Online Protection Centre said it was aware of the potential for misspelling the website if promoting on radio, but believed teenagers were accustomed to using abbreviations, such as "u" when communicating with each other via text and email. However, no attempt was made to spell out the URL.
According to the the centre, the inappropriate material was at least four clicks away from the homepage and any user would be aware that it was not a site about child protection on the internet.
The Advertising Standards Authority said: "Although we recognised that there was no intention, we considered that a significant effect of the ad had been to indirectly publicise services, which were unacceptable for broadcast, namely restricted adult material and other sexual services."
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