The Adjudication in full:
Ad
A cinema ad, by The Framestore, was shown before the 'U' rated film 'Shrek the Third' and highlighted the disappearance of the missing child Madeleine McCann. A voice-over stated "Madeleine McCann has just turned four years old but her parents weren't around to share this special day. On Thursday 3 May she was snatched from their rented apartment in Praia da Luz, Portugal. She has not been seen since. Please help us find her. Keep a look out for anything suspicious, be alert, she has a distinctive mark in her right eye. Download this poster of her, display it in as many places that you can think of. Please try and help us reunite this beautiful little girl with her family. Maddie's parents may be devastated but they haven't given up hope; we shouldn't either." During the voice-over a number of photographs of Madeleine McCann were shown; text on the screen stated "Madeleine McCann 4 years old Abducted still missing YOU can help find her Distinctive mark right eye Download Help find Madeleine".
Issue
Twenty-three complainants, nine of whom said their children had been upset by the ad, objected that it was distressing for children and unsuitable to be shown before a film with a 'U' classification.
The CAP Code: 2.2;9.1;47.2
Response
The Framestore said the ad had been designed as an information film to publicise the disappearance of Madeleine McCann. It had first appeared on the Internet and they had then been offered free airtime by TV stations, which showed it on an ad hoc basis; it was shown on all the major terrestrial and cable channels with no complaints, as far as they were aware. They said they were subsequently offered free airtime in cinemas by Carlton Screen advertising. They asserted that they had intended to keep Madeleine McCanns face in the public consciousness and remind people to look actively for her wherever they may travel in the world. They had submitted the ad to the British Board of Film Classification (BBFC), which had passed it with a U certificate. The Framestore argued that it was important to allow the ad to be shown again if Madeleine McCann was not found.
The Cinema Advertising Association (CAA) believed the ads subject matter, sober tone and non-sensationalist approach rendered it suitable for a general audience that would include viewers of all ages. They said they had taken into account the wide publicity the incident had received through all mediums.
The CAA believed Shrek the Third was essentially a family film, which contained material that would appeal to all ages, and was therefore not a film aimed solely at young children. They believed, therefore, an appeal for information on the disappearance of a child was acceptable before the film and complied with the CAP Code. They said it was fundamentally important for appeals to reach a wide audience; family films attracted the broadest and largest cinema audiences. They believed the vast majority of children of primary school age would already have some knowledge of the Madeleine McCann incident. They believed younger children, or those with no knowledge of the incident, were likely to have a parent or adult with them in the cinema and that adult would be able to cope sensitively with any questions raised by the child. They also said the ad had been timed to appear during a period prior to the school break, thereby securing an audience who might shortly be going on holiday and possibly glimpse a child of Madeleine McCann's description while abroad.
The CAA said they had received one written complaint against the ad but also one written protest about the decision of some cinema chains to remove the commercial.
AssessmentNot upheld
The ASA noted the ad was intended to maintain the publics awareness of the disappearance of Madeleine McCann in an effort to help find her. We noted the ad highlighted a widely publicised news story and considered that the majority of people who saw the ad, including some children, were likely to be aware of the story and understand the importance of the issues in the ad. We acknowledged that the idea of a young child disappearing was likely to be inherently upsetting. However, we noted the ad raised awareness of the missing child with the aim of finding her. We considered that the ad did not contain any distressing images or use sensationalist language. We noted some children had been upset by the ads appearance before the U rated film Shrek the Third but considered that the majority of children who saw the ad before that film were likely to have been aware of the issue or in the company of an adult who could explain it to them. We considered that, because it highlighted, in a non-sensationalist way, a well publicised issue in an attempt to help find a missing child, the ad was not unsuitable to be shown before a film with a U classification, was not socially irresponsible and was unlikely to cause undue fear and distress.
We investigated the ad under CAP Code clauses 2.2 (Responsible advertising), 9.1 (Fear and distress) and 47.2 (Children) but did not find it in breach.
Action
No further action necessary.