THE ADVERTISING Standards Authority (ASA) has upheld a complaint against an advertisement placed by the British Association of Reinforcement (BAR).
The advertisement was part of the BAR's recent fiYou decidefl campaign that featured a construction worker fibeamwalkingfl, with a caption that read: fiThe safe secure working environment of reinforced concrete or living on the edge with steel. fl The British Constructional Steelwork Association (BCSA) challenged the advertisement, saying that it implied that both the process of erecting steel was unsafe and that the steel construction industry did not provide a safe working environment for its contractors.
The ASA upheld the complaint, saying that fiwalking the steel frame, as depicted in the advertisement, was neither approved under the BCSA Code of Practice nor by the UK steel industry generally.
fiBecause we considered that BAR had not substantiated either implication, we concluded that the ad was misleading and, as such, was unfairly denigratory to the steel construction industry. fl The ASA ruled that BAR should consult the Committee of Advertising Practice for guidance before running future advertisements.
BAR accepted the ruling, but said it would continue to issue advertisements that would be robust in tone and content.
Derek Tordoff, director general of the BCSA, said that he was pleased with the ASA's - ndings and that the steel market continued to do well. fiSteel market share has gone up another 2% to 72%, fl he said.