Advertising body drops investigation into Marmite ad.

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Advertising body drops investigation into Marmite ad.

Post  Admin on Wed Aug 21, 2013 10:18 pm

The ASA today said the controversial ad, which received more than 500 complaints and faced a ban, was clearly meant to be "light hearted" and was "unlikely to cause serious or widespread offence".

Marmite owner Unilever offered £18,000 to the RSPCA after an outcry about the TV ad, which followed a fictional team visiting houses to rescue jars of neglected Marmite from the kitchen. The jars were then re-homed with new, loving owners.

Furious viewers branded it "deeply offensive" while others objeced that it was poor taste. But the ASA today most would have realised the ads were a spoof.

In a statment the ASA said: "After carefully considering the complaints ASA Council has decided there are no grounds for further action and we will not be launching an investigation.

"They were unlikely to cause serious or widespread offence or to be irresponsible and were unlikely to cause undue feat or distress to young viewers."
It added: "They were light hearted in tone and did not trivialise issues of abuse or denigrate the work of child and animal protection services."

Marmite has become well known for its marketing strapline "Love it or Hate it", playing on the unique taste of the savoury spread.

A Marmite spokeswoman today said: "We are delighted to hear that the ASA has decided not to investigate our current MarmiteNeglect advert.

"This is the first time that Marmite has been on the television for two years and the tongue-in-cheek campaign has certainly provoked the extreme love/hate reaction for which the brand is so well known."

"We're not fans of indifference and are pleased that the ad encouraged debate and that love overwhelmingly won out."

Marmite dates back to the late 19th century, when a German scientist Justus von Liebig discovered a brewer's yeast could be concentrated, bottled and eaten.

The Marmite Food Extract Company was formed in 1902 in Burton upon Trent, Staffordshire.

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Marmite Commercial

Post  Trilby Bee on Thu Aug 22, 2013 8:08 am

Glad to hear it, but typically, ArsePCA made £18k out of it...Marmite must have done that to shut them up. Wonder what they'll spend that on?Evil or Very Mad 
Trilby Bee

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