Watchdog raps ad for 'morbid' joke about old people

The advertising watchdog has criticised a press campaign by a London vintage clothes store for implying that an elderly woman's attire would soon be available to buy as she was likely to die soon.

Shock & Soul's press ad, which ran in the Islington Gazette, featured an elderly woman about to cross a road. Text in the ad, developed by agency RKCR/Y&R, said: "Silk dress coming soon."

The Advertising Standards Authority received a complaint that the ad was offensive because it implied the woman would not be alive for much longer and her clothes would then be available at the vintage store.



Even though the ASA cleared the campaign of breaking the advertising code, it criticised some aspects of the ad, saying it was a subtle joke which might not be picked up by some readers.

"Those who did engage with it were likely to view the ad as suggesting that the lady's clothes would soon be available to buy at the advertised shop," the regulator said. "Because she was elderly, we considered the ad went further than merely suggesting that she would no longer be in need of the dress in future, the implication was that she would die soon."

The ASA said that although the joke was "morbid and tasteless" it did not make fun of infirmity, lack of mobility or illness or use negative stereotypes relating to elderly people. It was therefore unlikely to cause widespread or serious offence.