'Lizard boy' eczema advert banned
A radio advert that featured nicknames like ’Lizard Boy’ for eczema sufferers was banned by a watchdog after a listener complained it may raise fears about bullying.
In the commercial for Eucerin medication, a man who suffers from the dry skin condition said his friends had name-called him ’Lizard Boy’ and ’Itchy and Scratchy’.
A listener complained to the Advertising Standards Authority of Ireland (ASAI) that the advert could make eczema sufferers worry about bullying.
The complainant also said the ad could encourage verbal abuse by others, according to the latest ASAI Complaints Bulletin.
The makers of Eucerin said the purpose of the ad was to remind eczema sufferers that they did not have to live with dry, flaky, scaly skin if they used the medication.
The advertisers insisted they did not intend the script to justify or encourage verbal abuse towards those with skin conditions. They also apologised if the complainant interpreted the commercial in this way.
The ASAI pointed out that the Code of Standards for Advertising, Promotional and Direct Marketing in Ireland stipulated that ad should be prepared “with a sense of responsibility to consumers and to society”.
A spokesman added: “The Complaints Committee noted the advertiser’s comments but was concerned at the use of the language in the commercial and upheld the complaint.”
Other complaints focused on estate agents advertising properties in incorrect postal addresses to maximise their appeal.
In another case, a photograph of a cottage on the www.myhome.ie website had a perfectly-thatched roof but a complainant discovered it had bits missing when he went to view it.
Another person complained that a TV ad for Powerade drinks showed a young man cycling during the early evening without a light or high visibility clothing. The complaint was upheld.
