Not a matter of taste
Two advertisements promoting Play, the brand belonging to mobile-phone operator P4, have been rebuked by the Commission of Ethics in Advertising (KER), a part of the Union of Associations Advertising Council (ZSRR).
The proceedings and the subsequent rebuke were spurred by complaints from the public about some of Play's advertisements. The committee considered two of the ads inappropriate - one that allegedly shows a hand with the fingers cut off (Play argues they're fingers "in chocolate") and another showing a group of adult-sized bodies with children's faces. The former ad was found to violate the Code of Ethics in Advertising and the latter to violate "the dignity of children."
Play's representatives apologized, but declared that the Commission's decision would not change Play's branding strategy. "The verdict concerns only two out of 60 graphic projects used in the campaign," Jacek Hensler, P4's marketing director told WBJ. "We will not look back at what happened but will concentrate on promoting our offer," he said. "This week we are starting a new stage of the advertising campaign," Hensler added.
"The complaint about Play is the first such step by members of the public," said Krzysztof Mydłowski, the president of KER. He added that Poland does not have much legislation concerning advertising and that the Commission was established only last year. "It was created partly as a bottom-up initiative and partly as a result of EU suggestions," said Mydłowski.
The organization brings together advertisers, advertising agencies and the media. It decides on the ethical aspect of ads on the basis of its code of ethics. "We focus on ethics, not aesthetics, as we cannot make decisions based on somebody's tastes," Mydłowski stated. Moreover, the Commission's executive power is limited to giving an official opinion. Play's Hensler is actually a member of KER.
Operating since March, Play says it has gained 100,000 clients. By the end of this month the number of its sales outlets will reach 300.
