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Union Scottish Government

Scottish Government 'Kill Jill' ad cleared by ASA

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By The Drum Team, Editorial

May 21, 2008 | 2 min read

The recent organ donation advert, 'Kill Jill' created for The Scottish Government has avoided a ban.

The ASA said that several viewers objected that the ad was "misleading", "offensive" and "distressing", because it implied that people who did not register as organ donors were killing someone.

It also claimed that one viewer called Jill, whose seven-year-old son had been upset by the ad, objected that it was likely to cause distress to children.

In its response, the ASA said that it noted many of the viewers objected to the claim "Kill Jill", because it implied that people who did not sign up to the register were choosing to kill someone.

The report reads; “We considered, however, that most viewers were unlikely to interpret the claim literally and would understand the ad was intended to highlight that by signing up to the register they could save someone's life, which was made clear in the statement "register and you could save a life". We noted the ad was hard-hitting and referred to a difficult and sensitive subject matter, which could be upsetting for some. We considered, however, that in the context of the important message the ad was promoting, the ad was unlikely to mislead, cause serious or widespread offence or undue distress.”

As result of this and of the advert not being scheduled to be broadcast during hours when children would be viewing, it was decided that no further action would be taken.

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