‘Haunt You’ campaign receives most number of complains made to the Advertising Standards Authority this year, but retailer strongly defends its advertising style
Phones 4U’s ‘Haunt You’ ad campaign, which features a ghostly image of a child, has received 321 complaints – the highest in the UK this year.
Viewers claim the ad, which will run through to Christmas, was too scary for children and adults.
The complaints are being investigated by the Advertising Standards Authority (ASA). It is the retailer’s second run-in with the ASA after a print campaign in September was found to offend Christians.
An ASA spokesperson said: “Members of the public have objected that the ad is unduly scary, unsuitable for children to see, scheduled too early and is frightening for adults.”
Phones 4U head of brand communications Caspar Nelson defended the company’s advertising style.
“As far as we are concerned, our core audience of 16- to 35-year-olds recognises those horror scenes and gets our sense of humour,” he said.