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Wednesday, 10 July, 2002, 11:25 GMT 12:25 UK
'Crying children' advert shelved
Taylor and Emmet website
The firm advertise personal injury claims on the internet
A firm of solicitors has apologised over an advertisement which urged parents to sue if their children were injured while trespassing.

The newspaper advert from Sheffield lawyers Taylor and Emmet read: "Next time your child comes in crying, just think, could this be a way of paying for the computer they keep asking for?"

A complaint against the wording was upheld by the Advertising Standards Authority (ASA) which said it was "distasteful".

The advertisement described how land owners can be sued if they fail to take adequate steps to prevent trespassing or warn of potential dangers.


It was intended as a tongue-in-cheek ending

Trevor Ironmonger, Taylor and Emmet

Taylor and Emmet argued the advert was legally correct and made clear claims could only be made in limited circumstances.

But the ASA judged the text went beyond "explaining bare legal facts".

Trevor Ironmonger, managing partner at Taylor and Emmet, said: "The article was written as one of a series highlighting a number of areas relating to personal injury.

"The main complaint was with a final sentence, which was intended as a tongue in cheek ending.

"We apologise unreservedly - as far as we are aware, only one complainant claimed that the article was irresponsible, and we regret any offence that was caused."

There are no plans for the article to be used again.


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