This contentious print advertisement was published by Harvey Nicholas in the leading magazines of UK, which landed in controversy and attracted fierce criticism for being irresponsible. The Advertising Standards Authority received many complaints to terminate the advertisement with immediate effect. The complaints alleged that the advertisement is grossly irresponsible as irresponsible it is showing unsafe driving. The complaints were also filed on the ground that the ad was offensive to people who had been, or who knew people who had been, involved in road accidents.
In response, the advertisers had agued that the situation was obviously not actual and said it was projected to be humorous. They further argued that the car was not hitting the man in the picture. On the other hand, magazines such as Vogue, Elle and Harpers & Queen, which published the advertisement, had also stated that the advertisement was doubtful to affront their readers and they had received no complaints.
However, the ASA had upheld both grounds of complaints and asked the advertisers to withdraw the advertisement. The advertising watchdog noted in its verdict that it showed a car in a dangerous and unwise situation, the advertisement was irresponsible. The watchdog while delivering its verdict said that the authority has concluded that the advertisement was probable to cause severe or widespread offence and asked the advertisers not to repeat the approach.
