Magazine article Marketing

Advertisers Slam C4 over Brass Eye

Magazine article Marketing

Advertisers Slam C4 over Brass Eye

Article excerpt

Brands including Boots and Renault, which advertised in and around last week's controversial Brass Eye TV show, have hit out at Channel 4 about the lack of advance information given to them on the nature of the show.

Their comments came after the show, which set out to satirise the media's treatment of paedophilia, drew more than 2000 complaints to Channel 4, more than 700 complaints to the ITC and was denounced by culture secretary Tessa Jowell.

Boots advertised in the end break of the programme on July 26. A Boots spokeswoman said:"We feel we were misled by Channel 4 over the tone of the programme. We were led to believe it was to concentrate on the media's handling of the topic, not on satirising the topic itself."

Renault advertised in the centre break when the show was repeated on July 27. Dave Peters, broadcast planning director at its media agency, Carat, said: "We were not advised by Channel 4 of the content of the programme. …

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