To print: Click here or Select File and then Print from your browser's menu

This story was printed from silicon.com, located at http://www.silicon.com/

Story URL: http://networks.silicon.com/webwatch/0,39024667,39161727,00.htm

'Porn' claim sees Home Office rapped for child safety ads
Bungled radio ad a serious concern for the ASA...

By Will Sturgeon

Published: Wednesday 23 August 2006

The Home Office has been censured by the Advertising Standards Authority (ASA) after the watchdog received a complaint claiming a radio ad promoting a website offering advice to children on staying safe online actually led listeners to a site promoting pornography.

The radio ad urged people to visit ThinkuKnow.co.uk. However, it failed to spell out the fact the web address uses 'u', rather than 'you'. As such at least one listener visited ThinkYouKnow.co.uk which included a page of links for various services.

Although the page itself is fairly innocuous, and visitors would have to follow at least two clicks before seeing any content of an adult nature, the ASA has taken seriously claims that this exposed listeners to pornography.

An adjudication from the ASA stated: "This was particularly concerning as the ad was aimed at teenagers and the service being promoted was to help them stay safe online."

The watchdog also ruled the ad should not be broadcast again.