101 people have complained to the ASA (Advertising Standards Agency) about the cartoon-like, slapstick advertising of www.BeatThatQuote.com Ltd. Their peeves (none of which were upheld, unsurprisingly) demonstrate the preoccupations of our times: a super-increased sensitivity to perceived slights; a growing propensity to blame unpleasant realities on creations of fantasy; and that ever-intensifying concern on behalf of our children and their tiny, vulnerable minds:
1. 65 viewers objected that the ad trivialised, condoned or encouraged bullying in the work place.
2. 28 viewers objected that the level of violence depicted in the ad was offensive and condoned violence and physical abuse.
3. 7 viewers were concerned that the violence in the ad was disturbing to children who saw the ad and could cause them psychological harm.
4. Three viewers felt the ad mocked or degraded call centre employees.
No prizes for guessing where the last three complainants work...
However, this is not the most distressing part of my tale. Whilst BeatThatQuote.com galvanised over a hundred indignant citizens, only one person was sufficiently concerned by Christian Voice to file a complaint about the unsubstantiated claims made in their advertisement:
"An advertising feature in the New Statesman, on behalf of a religious group, had the headline "VIOLENT CRIME - SOWING AND REAPING". Text underneath stated "There is a Biblical principle that we reap what we sow. It applies to nations as well as to individuals. What politicians sow, the people reap. When politicians sow evil, the people reap misery, and the poorest reap it the worst". The ad went on to describe what the advertisers considered to be the detrimental impact of government policies and various pieces of legislation on society. It included the text "Now we have the disaster of teenage infertility. Every government initiative, including the HPV vaccine, will increase it, but as all the targets revolve around pregnancy, no-one in power knows how many young people they are making sterile and nobody cares". Text at the bottom of the ad stated "Christian Voice. Working for Godly government; praying for national repentance".
I am no fan of the government, in any of its dogmatic incarnations. But at least I am currently saved the addition of Christian Voice’s God to the didactic political mix - and for that, I give thanks.
