Channel 4 censured for 'suicide' ad

Advertising Standards said the advert was 'irresponsible'

By media correspondent Torin Douglas

The Advertising Standards Authority has criticised a poster for a Channel 4 documentary, after the Samaritans and others complained it could encourage people to commit suicide.

The poster showed the legs and feet of someone looking over the edge of a high building, with a view down to the road below. Alongside it were the words "Go on. Jump."

The advertisement was for a Channel 4 Cutting Edge documentary about "base-jumping", an extreme sport in which thrill-seekers leap off buildings wearing parachutes.

The station told the Authority it tried to be as innovative and unusual with its advertising as it was with its programming and the poster was designed to be visually arresting, conveying the danger and adrenalin of the sport.

It had merely wanted to gain the attention of passers-by, not offend or alarm.

'Graphic and shocking'

Channel 4 said it didn't believe the poster condoned or incited suicide.

Indeed, to show it was not about suicide, the advertisement had carried the words "Confessions of a Base Jumper" instead of the programme's title "Seconds To Impact".

But the Samaritans complained to the Authority that the poster could encourage suicide.

This poster was quite graphic and shocking

Samaritans spokesperson

"We work closely with TV programme-makers on a regular basis, because studies have linked media activity with suicidal behaviour" said a spokesperson. "This poster was quite graphic and shocking."

The housing department of Camden Council, in north London, also complained, telling the watchdog the poster had appeared opposite three 20-storey tower blocks.

"We felt it was insensitive and irresponsible" said David Petrie of the council. "We have had people trying to commit suicide and we felt this poster was adding to the pressure on vulnerable members of the public."

'Irresponsible'

The Authority agreed. In its ruling, it said it considered that "the prominence of the text 'Go on. Jump' with the image of a person standing on the edge of a high-rise building could have encouraged members of the public to commit suicide and was irresponsible."

It noted that the campaign had finished and the posters had been removed, and welcomed the advertisers' assurance they would not be used again. But it reminded advertisers that its codes prohibited them from encouraging dangerous practices.

Channel 4's acting marketing director Bill Griffin said: "We do not feel that we have been irresponsible. It was never intended in a gratuitous sense but if people are outraged then I am very happy to apologise to them."