Complaint against hard-hitting Scope ad is rejected

The Advertising Standards Authority has rejected a complaint against a Scope cinema advertisement that showed a man in a wheelchair pushed to the ground and kicked.

Scope advert vindicated
Scope advert vindicated

The complainant said the advert, shown before Indiana Jones and the Kingdom of the Crystal Skull, distressed his seven-year-old son and was too violent to be shown before a 12A-rated film.

Another complainant said a newspaper advertisement showing the disabled man knocked out on the ground next to a tipped over rubbish bin was distressing to disabled people. The advert was accompanied by the message that "disabled people are four times more likely to be violently assaulted".

The ASA ruling, published yesterday, acknowledged that both adverts might be distasteful to some people but highlighted important messages about disabled people.

Scope
told the watchdog that it wanted to raise awareness of the discrimination faced by disabled people and that the unpleasant images would help to achieve this.

It said the advert, which appeared as part of the charity's Time to Get Equal campaign, was produced with the help of disabled people.

A Scope spokeswoman told Third Sector: "We wanted to highlight this serious issue in a way that reflected the harsh reality of disabled people's experiences.

"We recognise that our adverts were hard-hitting to make the point, but they were not intended to cause offence. It is important to put this into context. We received two complaints about these adverts, which were seen by more than a million people."

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