Published: 3 October 2012
Country: UK
Ad watchdog (ASA) criticises UK broadcaster Channel 4 for its campaign promoting TV programme “Big Fat Gypsy Wedding”. The watchdog body said Channel 4 poster “endorsed negative stereotypes” about Roma and Traveller community also ruling that another poster depicting a child in a sexualised way.
Channel 4’s four posters, promoting the second series of Big Fat Gypsy Weddings which aired early this year, featured the words “Bigger. Fatter. Gypsier” over images of Roma boys and girls, reports Guardian.
The Advertising Standards Authority (ASA) ruled that the campaign was irresponsible, offensive and reaffirmed negative stereotypes and prejudice against the Traveller and Roma communities.
“As a result of this decision, Channel 4’s Big Fat Gypsy brand has been held up to be morally bankrupt,” said Yvonne MacNamara, chief executive of the Irish Traveller Movement in Britain. “Channel 4 should hang its corporate head in shame.”
The ASA found that one of the girls in a low-cut top, wearing heavy makeup and with part of her bra visible, was 15 – a year below the legal age children are allowed to appear in ads.
Channel 4 said that the girl had turned 16 before the image was used, adding that the poster was “not more revealing than any number of other ads, for example, swimwear products”.
“Although we understood that the girl was depicted in her own choice of dress we considered that, in choosing that image for use in a poster, Channel 4 had acted irresponsibly by depicting a child in a sexualised way,” said the ASA.
“It was not Channel 4’s intention for these adverts to cause offence but we are sorry this was the case among some members of the Gypsy and Traveller community,” said a Channel 4 spokesman.
For the full Guardian article click here.