ASA reprimands firm for 'socially irresponsible' advert

A Sheffield law firm has been branded 'socially irresponsible' by the Advertising Standards Authority (ASA) after placing a controversial advert for its personal injury department in local newspapers.

Taylor & Emmet had to withdraw the advertisement after a complaint from the public.

The advert was headlined 'Kids will be kids', and told parents that they could sue landowners if their child was hurt while trespassing.

Part of the text read: 'So next time your child comes in crying, just think, could this be a way of paying for that computer they keep asking for?'

The ASA said that although the advert was factually and legally correct, it 'went beyond merely explaining the circumstances in which claims could be brought'.

Managing partner Trevor Ironmonger said it was intended to inform parents of their rights.

'We apologise unreservedly to anyone who considered the comment to be in poor taste,' he said, but he highlighted the finding that it was legally correct.

Victoria MacCallum