Date: 21st February 2001

Hard Landing

Britain's Advertising Standards Authority has condemned a poster by commercial Channel 4 promoting a television show about the "extreme sport" of base jumping (in which people parachute from tall buildings).

The poster shows the legs and feet of a person looking over the edge of a building. Next to the photo are the words: "Go on Jump." The ASA ruled that the posters could encourage people to commit suicide, and it demanded assurances that the posters would never be used again. In response, Channel 4 marketing exec Bill Griffin said, "If people are outraged then I am very happy to apologize to them."

Source: Studio Briefing