"Mental" is a colloquialism too far

We recently came across a ruling of the Advertising Standard Authority, which seems to make the use of colloquialisms in advertising more difficult.

The ruling concerned the use of the word “mental” in a radio advert by Bognor Motors Ltd: “if you don’t go to Bognor Motors, you must be mental”.  This was ruled to be in breach of BCAP Radio Advertising Code rule concerning good taste, decency and office to public feeling: section 2 rule 9.

The key is the possibility that the colloquialism is a pejorative term which could cause serious offence to some listeners.

This is also a reminder that there are a number of codes of practice on advertising.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s