Gossip

Driver with Blackberry in advert "isn't using it"? Nonsense, says ASA

by Guy J Kewney | posted on 20 January 2006

T-Mobile has two adverts on TV. One shows a woman keeping her office equipment in the fridge. The other shows a driver - driving one-handed - with all that equipment in the glove compartment of a car. Is she using a Blackberry while driving?

The advertising, says T-Mobile, doesn't encourage irresponsible (or illegal) driving. "None of the devices were pictured being used by anyone at the wheel."

And the Advertising Standards Authority? "Irresponsible" it said. "We considered that, because the woman could be seen to be driving with only one hand on the steering wheel, consumers could infer that she was engaged in another activity while driving," the ASA reported

What sort of activity? Ah, yes. . . good question! Is that why they showed a woman driver, rather than a one-handed male operator?

Tags: Advertising Standards Authority, one-handed browsing, T-Mobile