Mother off the hook as ITC gets no Orange complaints

June 05, 2003

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Mother off the hook as ITC gets no Orange complaints

LONDON - Despite attracting criticism from children's groups, Orange's casting of a young boy to front its TV campaign has not attracted a single complaint to the Independent Television Commission.

The spot, through Mother, features a small boy lecturing a class of adults on how to get the best out of their mobiles.

The National Family and Parenting Institute attacked the ad for flying in the face of the government's Stewart Report on the potential health risks of children using mobile phones.

The report concluded that manufacturers should "refrain from promoting the use of mobile phones by children". Orange argued that the ad clearly targeted adults and adhered to the guidelines.

A spokesman for the ITC said that the ad had attracted four viewer complaints since May 20, but none of these were because of the potential health risks of exposure to mobile phone radiation.

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Marketing