"Mastication for the nation" (Trident)

519 complaints

ASA verdict - Upheld

What the ASA said:

Using humour based on accents in ads needs to be handled sensitively as it has the potential to cause serious offence, which is exactly what happened with this TV and cinema campaign for Trident chewing gum. Viewers complained that the ads were offensive and racist as they showed offensive stereotypes and ridiculed black or Caribbean people and their culture.

Whilst we considered that the ads did not incite racial intolerance or discrimination on the basis of race we noted the stereotype depicted in the ads had, unintentionally, caused deep offence to a significant minority of viewers and complaints were upheld.