Promoting electric fencing, the ad features a drawing of a farmer holding a smoking shotgun, smiling and giving the thumbs-up, with the line "deter before break-in". It appeared in Countryside magazine.
Farmer Tony Martin was convicted of murdering a teenager who had allegedly broken into his property on numerous occasions. The conviction was later reduced to manslaughter and the case sparked a backlash among politicians and in the media over the right to defend one's property.
The advertiser, Maxtec Electronix, denied the complainant's objection that the ad was irresponsible as it condoned the use of a shotgun to protect property from intruders. It said that farmers were responsible users of guns and that the ad was unlikely to be seen by children or people outside the industry.
However, the Advertising Standards Authority ruled against the advertiser. It has asked Maxtec to consult with a panel to amend the ad.
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