Advertising Agency Criticized For Offensive Image
By Dave Reynolds, Inclusion Daily Express
March 26, 2004
LONDON, ENGLAND--A marketing agency has pulled advertisements for mobile phone accessories after an industry watchdog received complaints from the National Autistic Society (NAS).
According to the BBC, the Advertising Standards Authority (ASA) criticized Onetoo Limited for an ad showing actor Dustin Hoffman in the 1988 film "Rain Man", with word "retard" stamped across his image. The ad, which promoted mobile phone logos and wallpapers, appeared in the football magazine FourFourTwo.
Officials with Onetoo said the image was adapted from a T-shirt design for a popular skateboard brand. They said the ad was supposed to be humorous, not offensive.
The company told the BBC that the image had since been removed and would not be used again.
Stuart Notholt, director of policy and public affairs at NAS, said the organization was "delighted" with the ASA ruling.
"It was an advertisement that caused a lot of distress," Notholt explained.
The ASA has cited Onetoo four times in the past year. In January, it criticized the agency for being racist after it ran an advertisement featuring a gorilla's face superimposed on the body of a black woman in a bikini.