News by emailDonate

Suggestions

Top Stories

Most Read

Popular Videos

advertising-generic-main_article_image.jpg
Nick Youngson/CC BY-SA 3.0 Alpha Stock Images
UK News

'Tread carefully', watchdog warns retailers against derogatory Easter adverts

The Advertising Standards Authority (ASA) encouraged firms to "carefully consider" the tone used and research whether their marketing material could be inappropriate.

In new guidance issued on Thursday, the ASA said: "Easter is a holiday that holds religious significance, particularly for those of the Christian faith.

"It is also a cultural point of reference that marketers may use to engage consumers.

"Given the sensitivities surrounding people's religious beliefs, marketers must take care not to cause serious or widespread offence when using religious references in their campaigns in or around Easter."

Premier previously reported on criticism against Cadbury after the chocolate retailer was accused of removing the word 'Easter' from posters promoting its annual egg hunt (pictured).

Cadbury

Firms can use religious language and imagery as long as it is not done in a "mocking or disrespectful" way, according to the ASA.

The body previously ruled a cartoon crucifixion shown alongside the text "nailed on bonus", "dearly departed JC" and "sacrilecious [sic] bonus" fooled foul of rules because it was "mocking particularly sacred imagery".

But it determined that an ad showing a graffiti painting of Jesus wearing a rabbit costume was acceptable because it was "intended to highlight the commercialisation of Easter..."

Lucy Lawson/PA Wire

It added: "While humour can sometimes help to reduce the likelihood of causing serious or widespread offence, the line when it comes to religion can often be very thin.

"You should therefore tread carefully and bear in mind that just because something might be considered funny by some - it will nevertheless be problematic if it offends a particular group."

Stay up to date with the latest news stories from a Christian perspective. Sign up to our daily newsletter and receive more stories like this straight to your inbox every morning.

Tell us what you think about our news service, what you want and how Premier fits into your news landscape. Take our quick survey!

Continue the conversation on our Facebook page

A Monthly Gift Of £5 Makes A World Of Difference

In a world of fake news there’s never been a greater need for quality Christian journalism. Premier’s mission is to provide the Church with the most up to date and relevant news, told from a Christian perspective. But we can’t do it without you.

Unlike many websites we haven't put up a paywall — we want to keep our journalism free at the point of need and as open as we can. Premier’s news output takes a lot of time, money and hard work to produce. No one in the UK is sharing news like we are across radio, magazines and online so please help us to continue that today.

For a monthly gift of £5 or more we’d also be able to send you a free copy of the brand new Premier Bible, a wonderful Anglicised version of the NLT packed with exclusive bonus content, reading plan and resources to help you get the most out of scripture.

Your monthly support will make a world of difference. Thank you.

Set up a monthly gift

Related Articles

Sign up to our newsletter to stay informed with news from a Christian perspective.

Connect

Donate

Donate