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May 20, 2010

Paramount ad banned from ITV Player

by David Allen

An online advert for a video on demand film has been banned by the Advertising Standards Authority (ASA).

This is the first time that the ASA has made a ruling regarding video on demand content.

The trailer was for a 15 rated film called “Carriers”, a Paramount film about zombies.

The trailer was shown during the X Factor final on the ITV Player and carried all of the necessary warnings.

The ruling followed complaints from parents who believed that the content of the advert was unsuitable for young children and, as the trailer was shown during a family show, ITV should have introduce proper safeguards.

The result of the ASA ruling means the trailer must not be shown again in its current form and it also marks a milestone for the ASA too, as it was the first VoD ruling.



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