A TV advert featuring a series of flashing images by car maker Citroën has been banned following complaints from viewers claiming it triggered epileptic seizures.
The offending ad, which featured rapid flashing images of the word ‘yes’, has been given a big ‘no’ by television watchdogs after ten people claimed the advert brought on symptoms of photo-sensitive epilepsy, with one viewer reporting a full-on epileptic fit.
The ad, which was put together by advertising company, Euro RSGG London to market the new DS4 Citroën model, saw the word ‘yes’ appear on the screen 304 times in black and coloured text.
The Advertising Standards Authority (ASA) investigated the ad and were informed by broadcasters that it had been cleared by Clearcast, the company who monitors advertisements to ensure they have met essential requirements.
However, Ofcom, an independent regulator, concluded that it breached current guidelines and had to be banned as it broke all three tests governing its rules on Flashing Images Guidance. The ASA has now instructed that the advert may not appear again in its current, flashing form.
"We are pleased that the decision has been taken to withdraw this advert if it means that people with photosensitive epilepsy are no longer at risk,” says Stacey Rennard from Epilepsy Action, as reported by BBC.
"We're also pleased that the Advertising Standards Agency and Ofcom recognise that flashing and flickering lights can cause problems for some people with epilepsy."
Other mainstream adverts recently banned for misconduct include L'Oréal, whose recent make-up ads featuring Julia Roberts and Christy Turlington were banned as the images were “not representative of the results the products could achieve” blaming heavy use of Photoshop.
Another includes six of Lynx For Men adverts which were deemed “offensive” by the ASA after attracting more than 100 complaints from viewers claiming it was too sexually suggestive.