Kid's show Ministry of Mayhem rapped for baby prank

LONDON – ITV's flagship Saturday morning children's show 'Ministry of Mayhem' has been slammed by the media watchdog for encouraging viewers to copy a prank that saw a baby fed lemon juice to see its 'funny' reaction.

When the item was aired on January 10 this year viewers were told that the stunt was safe because the baby was a doctor's child. The presenter went on to encourage viewers to "do it on your brothers and sisters as it's very, very funny".

In upholding two complaints from viewers Ofcom ruled that the item was in breach of programme codes of conduct relating to children and imitative behaviour.

In its ruling Ofcom said: "We were particularly concerned that a presenter of a children's programme should encourage children to feed a baby at all.

"We also felt that there could be a risk of children imitating the stunt with more harmful substances."

Carlton, which makes the programme, has defended the item saying that it was handled responsibly and that older children were unlikely to be influenced to give young children anything that might be harmful.

Meanwhile Ofcom also upheld complaints from nine viewers about swearing and sexual references on 'Osbournes' spin-off show 'Union Jack', which was broadcast on Channel 4 on Sunday afternoons earlier this year. The complaints specifically related to an interview with Marilyn Manson and an item where Sharon Osbourne appeared to say "fuck off".

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .

Topics

Market Reports

Get unprecedented new-business intelligence with access to ±±¾©Èü³µpk10’s new Market Reports.

Find out more

Enjoying ±±¾©Èü³µpk10’s content?

 Get unlimited access to ±±¾©Èü³µpk10’s premium content for your whole company with a corporate licence.

Upgrade access

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content