Channel 4 censured for 'suicide' ad

Honda was criticised for a misleading advertisement

Channel 4 has been censured for an advertisement which featured a suicide threat.

The Advertising Standards Authority (ASA) said the advertisement for a Cutting Edge documentary was "irresponsible".

It featured a person whose legs were dangling over the edge of a tall building with the caption "Go on. Jump".

The advertisement was the subject of complaints from The Samaritans which deals with thousands of potential suicide cases every year.

Documentary programme

The advertisement was a promotional spot for a Cutting Edge documentary programme about base jumping - where thrill-seekers wearing parachutes jump from tall buildings.

Channel 4's head of marketing Bill Griffin said he was happy to apologise to anybody who might have thought the advertisement was offensive but he stressed the station were only trying to be "innovative and unusual".

The ASA said the advertisement was against the industry's code of conduct which forbade advertisers "encouraging dangerous practices".

Honda were also censured for another advertisement which stated: "Typical. You wait ages for the opportunity of a lifetime to come along. Then five turn up at once".

The ASA upheld a complaint that the advertisement promised more discounts on cars than were available.

A Honda spokesman said the company regretted misleading customers and added: "That was not our intention. Naturally we have already withdrawn the ad."

The ASA also censured the Organix food brand for saying its baby food was 100% organic when in fact it was only 99% organic.