ASA received complaints that ad encouraged unsafe behaviour, but firm said a ban would lead to gender stereotyping
, a 23-year-old teacher from Ireland who was attacked after she went for a run in January. Her death prompted vigils and led to the #SheWasOnARun movement as women shared stories about being harassed while out running.
The South Korean electronics firm asked the ASA to investigate whether the ads were in breach of the UK marketing code.“The ads were not intended to encourage women to go running at night,” the company said. “They were intended to celebrate individuality and demonstrate the use of Samsung products when exercising, whatever the time of day.”
“[The risk is] also presented in numerous other scenarios shown in advertising, such as individuals in a taxi alone, walking alone at any time of day, getting drinks in a bar [and] going on a first date,” Samsung said. The Cinema Advertising Association said that if the ad was deemed to be irresponsible for encouraging unsafe practices, “that could be taken akin to the police saying that women should not venture into town centres after dark. That attitude was, understandably, castigated as victim blaming”.
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