Feeds

'Mobiles bake men's balls' bog ad is cobblers - new ruling

Watchdog tuts at anti-phone posters

7 Elements of Radically Simple OS Migration

The anti-phone brigade has been ticked off by the Advertising Standards Authority for running posters declaring that a phone in blokes' jeans could ruin their genes.

The posters, which ran in the toilets at service stations and shopping centres, claimed that "medical experts" are warning that a mobile phone can turn chaps infertile. Even the usually toothless ASA had to object to that, given the lack of empirical evidence that most "experts" would require, so has politely asked the EM Radiation Research Trust not to use the posters again.

Not that the posters will suddenly be torn down today: the publicity campaign only ran up until August 21, and the ASA isn't fining the trust or anything serious like that. The mobe-bashing body just has to rethink the posters.

The advert in question

The ad that appeared above urinals around the UK

The trust did try to fight back, deluging the ASA with inconclusive studies and quoting our old friends the trick-cyclist-backing Council Of Europe, the box-of-frogs outfit that wants the return of the Heliograph and the creation of special radio-free reservations for the paranoid-delusional.

But the ASA decided the wording of the ad would make most readers think there was a consensus of opinion in the medical community that mobiles can cause infertility, while only the unenlightened would claim that was the case.

So the posters won't appear again, at least not in that form, but thousands of people will already have seen them, and quite possibly drawn the erroneous conclusion, much to the delight of the campaigners against stuff. ®

Build a business case: developing custom apps

More from The Register

next story
Nice computers don’t need to go to the toilet, says Barclays
Bad computers might ask if you are Sarah Connor
4K video on terrestrial TV? Not if the WRC shares frequencies to mobiles
Have your say with Ofcom now, before Freeview becomes Feeview
PEAK LANDFILL: Why tablet gloom is good news for Windows users
Sinofsky's hybrid strategy looks dafter than ever
YES, iPhones ARE getting slower with each new release of iOS
Old hardware doesn't get any faster with new software
You didn't get the MeMO? Asus Pad 7 Android tab is ... not bad
Really, er, stands out among cheapie 7-inchers
Apple winks at parents: C'mon, get your kid a tweaked Macbook Pro
Cheapest models given new processors, more RAM
VMware builds product executables on 50 Mac Minis
And goes to the Genius Bar for support
Leaked Windows Phone 8.1 Update specs tease details of Nokia's next mobes
New screen sizes, dual SIMs, voice over LTE, and more
Microsoft stands on shore as tablet-laden boat sails away
Brit buyers still not falling for Windows' charms
prev story

Whitepapers

7 Elements of Radically Simple OS Migration
Avoid the typical headaches of OS migration during your next project by learning about 7 elements of radically simple OS migration.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Solving today's distributed Big Data backup challenges
Enable IT efficiency and allow a firm to access and reuse corporate information for competitive advantage, ultimately changing business outcomes.
A new approach to endpoint data protection
What is the best way to ensure comprehensive visibility, management, and control of information on both company-owned and employee-owned devices?