Current Industry News
MFI slapped down over ‘violent’ ad
An MFI commercial showing a woman slapping her husband broke advertising rules because the domestic violence could offend viewers, the industry watchdog ruled today.
A group of five television adverts for the furniture chain prompted 217 complaints to the Advertising Standards Authority (ASA).
The watchdog upheld complaints about just one of the commercials, saying it could condone intimidation, domestic violence and aggression.
It also risked causing "social, moral or psychological harm" to children, the ASA ruled.
The advert showed a woman calling her husband into a bathroom and shouting at him for not putting down the toilet seat.
She slapped him twice, after which the camera pulled back to show the bathroom was in an MFI showroom. A salesman then walked in and put down the toilet seat.
The ASA found the commercial had breached the advertising code’s rules relating to offence, violence and cruelty, personal distress, mental harm and scheduling.
It told MFI not to broadcast the commercial again, saying it was: ".. likely to cause serious or widespread offence to viewers and could be seen to condone intimidation, domestic violence and aggression as an acceptable way to resolve issues."
The ASA welcomed MFI’s decision to voluntarily pull the commercial prior to the investigation but expressed concern that it had been aired at all.
None of the complaints about the furniture chain’s four other commercials were upheld by the watchdog.
