ASA upholds window film leaflet complaint

An advertisement for an anti-shatter window firm warning of the possibility of a terrorist attack during the Olympics has been banned for causing undue fear and distress, a watchdog said.

Northgate Solar Controls (NSC) warned of the 'very real threat' surrounding the Games in the leaflet sent to 4,400 businesses in London and the Home Counties in February, which also featured an image of the July 7 Tavistock Square bus bombing.

Upholding the complaint, the ASA said the leaflet's references to "suicide bombers" and "undetected sleeper cells" combined with many of the recipients working far from any Olympic sites exaggerated the potential threat and could have caused undue fear and distress.

It added: "With regards to the image used on the mailing's envelope, which depicted the bus in Tavistock Square which was a target of the July 7 bombings, we considered that the inclusion of this image was wholly inappropriate and shocking and was likely to cause serious offence and distress."

It ruled that the ad must not be repeated again in its current form.