Feeds

BenQ encouraged workers to throw footy sickies

Red card for Euro 2004 sponsor

  • alert
  • submit to reddit

Combat fraud and increase customer satisfaction

BenQ UK has been given the red card after being found to have encouraged workers to throw sickies during the recent Euro 2004 football championships.

The techie hardware outfit - one of the sponsors of Euro 2004 - ran an ad plugging a laptop with a screen that was 33 per cent brighter than average.

Under the headline "Bogus sick days will be 33% more enjoyable this summer" the ad featured a picture of a man lying in bed and watching football on his laptop.

It went on: "What better way to enjoy BenQ's multimedia streaming and official statistics from UEFA EURO 2004 when you're far, far too ill to do any work? ...".

Although the Advertising Standards Authority (ASA) received just one complaint, it agreed that the ad was "irresponsible" and encouraged people to take time off "under false pretences". BenQ UK tried to tackle the complaint head-on insisting that this was a humerous ad that didn't encourage workers to take time off since it had been "statistically proven" that the number of sick days taken increased during major sporting events.

Far from promoting irresponsible behaviour in workers, BenQ said it was merely mirroring a fact of life. It also pointed out that many of the games during Euro 2004 were in the evening.

Although the ASA accepted that the ad was meant to be funny, at the end of the day, it ruled that it "irresponsibly condoned absenteeism from work under false pretences" and sent BenQ off for an early bath.

It's estimated that British businesses lose 40m days a year through sickies, costing employers a massive £11.5bn in 2002. While larger companies can absorb this extra cost, it can hit smaller businesses hard.

While many workers go absent because of hangovers, stress, workplace bullying and family-related matters, there are sickie spikes during major sports events. ®

Related stories

Avon pasted for mobile phone promo
BT coughs to broadband ad blunder
Wanadoo rapped for 'misleading' search results
Apple rebuked over G5 speed-lead claim - again
AOL UK ticked off for 'exaggerated' ad claim
Creative laptop-in-the-bath ad banned

3 Big data security analytics techniques

More from The Register

next story
Dropbox defends fantastically badly timed Condoleezza Rice appointment
'Nothing is going to change with Dr. Rice's appointment,' file sharer promises
Audio fans, prepare yourself for the Second Coming ... of Blu-ray
High Fidelity Pure Audio – is this what your ears have been waiting for?
Did a date calculation bug just cost hard-up Co-op Bank £110m?
And just when Brit banking org needs £400m to stay afloat
Sorry London, Europe's top tech city is Munich
New 'Atlas of ICT Activity' finds innovation isn't happening at Silicon Roundabout
MtGox chief Karpelès refuses to come to US for g-men's grilling
Bitcoin baron says he needs another lawyer for FinCEN chat
Zucker punched: Google gobbles Facebook-wooed Titan Aerospace
Up, up and away in my beautiful balloon flying broadband-bot
Apple DOMINATES the Valley, rakes in more profit than Google, HP, Intel, Cisco COMBINED
Cook & Co. also pay more taxes than those four worthies PLUS eBay and Oracle
prev story

Whitepapers

Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
SANS - Survey on application security programs
In this whitepaper learn about the state of application security programs and practices of 488 surveyed respondents, and discover how mature and effective these programs are.