Wednesday, October 13, 1999 Published at 08:51 GMT 09:51 UK
Peugeot rapped over 'speeding' ads
Some police want speeding drivers to be treated with "zero tolerance"
Car giant Peugeot has withdrawn two advertisements following complaints that they encourage speeding.
The adverts featured the line: "Now you see it, now you don't".
One showed a splash from a puddle frozen in mid-air on an empty road, but no car visible.
The other featured a humming bird frozen in flight, with the car shown as merely a red blur.
Complaints about the adverts were received from the Royal Society for the Prevention of Accidents, the Cambridge Cycling Campaign and others.
And the ASA agreed that the adverts broke the code of advertising practice by encouraging speeding.
It said they gave the impression that the car was being driven at high speed and criticised Peugeot for failing to recognise that the adverts broke the code.
Last month, the UK's top traffic policeman called for a policy of zero tolerance against drivers who break the 30mph speed limit.
Assistant Chief Constable Paul Manning said speeding drivers pose an unacceptable risk of injury or death to pedestrians, especially children.
The ASA cleared an advertisement for the soft drink Irn-Bru after claims that it was offensive.
The ad showed a baby breast-feeding with the caption: "Mmmmm, Mum's been at the Irn-Bru again".
The ASA received 32 complaints about the poster adverts, which included objections that it was offensive because it showed a naked breast and belittled breast-feeding and motherhood.
But the authority said it was unlikely to cause widespread offence.
Complaint over clairvoyant
Last year more than 500 people complained about an advert for the same drink which showed a cow and had the caption: "When I'm a burger I want to be washed down with Irn-Bru."
It attracted the most complaints of 1998 but the ASA ruled that it was not offensive.
The authority has upheld a complaint during the past month regarding a clairvoyant who sent out direct mail advertising the Blue Disc of Fortune, which claimed to offer protection from harmful influences.
Advertiser Jane Denant, based in Richmond, Surrey, told recipients: "I sense an extremely negative atmosphere around you. Like harmful waves, which a malevolent presence envelops you with, without your knowledge".
The authority agreed that such claims were likely to cause fear.