AN ANTI-SMOKING advert by the Department of Health could frighten or distress young children because it preyed on their fears by suggesting their parents might die, the advertising watchdog has ruled.
More than 60 people complained about the Government’s “Scared” campaign on TV and radio.
The Advertising Standards Authority (ASA) ruled the TV advert should not be shown again in its current form before 7.30pm.
In the advert, which begins in a darkened room, a child’s voice says “I’m not scared of the dark”, then “I’m not scared of spiders”.
But as a woman is shown smoking in a school playground, the young girl’s voice continues: “I’m scared of my mum smoking. I’m scared that my mum will die.”
The Department of Health said 4,730 smokers sought advice on how to quit as a direct result of the campaign.
It added that the potential “social good” needed to be taken into account when assessing the potential for harm even to children.
