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Campaign complaints 'not upheld' by ASA

The Advertising Standards Authority (ASA) has not upheld complaints about a direct mail campaign undertaken by the London Safety Camera Partnership as part of the For my girlfriend young driver campaign.

Complainants claimed that the mailing of a Valentine Card carrying a message to a bereaved boyfriend/girlfriend during February 2005 was distressing, upsetting and offensive.

In summary, the ASA concluded as follows:-

"The advertisers said they regretted any fear or distress caused by the mailing but believed it was justified to prevent the death and serious injury of 17-to 24-year-olds. They said they had a responsibility to reduce casualties on London's roads by ensuring drivers kept to the speed limit and stopped at red lights. They believed the Valentine's card had impact on teenagers and was therefore appropriate for such a high-risk group. They sent letters and e-mails, from members of the public, which expressed support for the campaign. The advertisers pointed out that their trading name and the campaign's website address were stated inside the card.

"The ASA noted the advertisers had a responsibility to reduce casualties on London's roads, especially in the 17-to 24-year-old age group, and that they had targeted that age group. It also noted the envelope had a printed address and Royal Mail postage paid stamp and considered that recipients were unlikely to infer that the envelope contained personal correspondence. The ASA noted the image did not feature people who had been injured or killed in the accident and concluded that, in a mailing which was intended to deter young people from speeding, the approach was unlikely to cause serious or widespread offence or undue distress."

To read the full ruling go to: www.asa.org.uk/asa/adjudications