Eczema ad banned amid bullying fear

A RADIO advert that featured nicknames like “Lizard Boy” for eczema sufferers was banned by a watchdog after a listener complained it may raise fears about bullying.

In the commercial for Eucerin medication, a man who suffers from the dry skin condition said his friends had name-called him “Lizard Boy” and “Itchy and Scratchy”.

A listener complained to the Advertising Standards Authority of Ireland that the advert could make eczema sufferers worry about bullying.

The complainant also said the ad could encourage verbal abuse by others, according to the authority complaints bulletin.

The makers of Eucerin said the purpose of the ad was to remind sufferers that they did not have to live with dry, flaky, scaly skin if medication is used.

The advertisers insisted they did not intend the script to justify or encourage verbal abuse towards those with skin conditions. They also apologised if the complainant interpreted the commercial this way.

The authority pointed out the Code of Standards for Advertising, Promotional and Direct Marketing in Ireland stipulated ads should be prepared with a sense of responsibility to consumers and society.

A spokesman said: “The Complaints Committee noted the advertiser’s comments but was concerned at the use of the language in the commercial and upheld the complaint.”

Complaints also focused on estate agents advertising properties in incorrect postal addresses to maximise their appeal.

In another case, a photograph of a cottage on the www.myhome.ie website had a perfectly thatched roof but a complainant discovered it had bits missing when he went to view it.

Another person said a TV ad for Powerade drinks showed a young man cycling during early evening without a light or high visibility clothing. The complaint was upheld.