A text message advertisement sent in the style of a conscription
notice has been banned by the Advertising Standards Authority (ASA)
after a complaint by a former member of the British army. The text
message was sent by games company Eidos Interactive, publishers of
the Lara Croft series.
The ad stated: “please report to your local army recruitment centre
immediately for your 2nd tour of duty. Commandos 2 on PC, it’s more
real life than real life- out today from Eidos.”
The ASA said that it would uphold the complaint. Eidos had
argued that “the text message had been designed in the manner of
Second World War call out to new recruits” and that it had
apologised for any distress caused by the advert. The company said
it had never intended to insult its customers.
The ASA said that “at first glance the text could distress
recipients” and “welcomed the advertiser’s assurance that they
would not repeat it.”
The ASA ruled that the text message contravened two clauses of
the advertising code, first that no advert should cause fear or
distress without good reason and secondly that advertisers should
ensure that advertisements are designed in such a way that it is
clear that they are advertisements.
