Watchdog kicks Crazy Frog ad outside kids’ viewing time

Watchdog kicks Crazy Frog ad outside kids’ viewing time

	Published : Thu, 22 Sep 2005 11:05 By : David Simms Print this Story

LONDON: The Advertising Standards Authority today ruled that the commercial for Crazy Frog ringtone not be shown before 9 p.m. The advertising watchdog was responding to complaints from nearly 300 parents who said their children had run up large bills after downloading the ringtone.

The ASA said the ringtone firm Jamster failed to make it clear that it offered its services on a subscription basis and that the ringtone was not available on a one-off payment basis. Children who downloaded the ringtone ended up with many text messages and other ringtones at £3 each.

This is the second time that Jamster was hauled up for failing to make subscription charges sufficiently clear.

The firm protested that the commercial included an on-screen warning “16+ and bill payer’s permission”, but the ASA said it was not enough to stop children from subscribing to the service via text messages.

Jamster’s parent firm Jamba! Which has sold 11 million Crazy Frog ringtones said the commercial was not aimed at children. Their target audience, they argued, was aged between 18 and 29.

The firm tried to get an injunction to stop the ASA’s ruling from being made public. But High Court judge Justice Lloyd-Jones yesterday dismissed the attempt, saying the public was best served by publishing the adjudication (ruling) now. The ruling that the commercial not be aired before 9 p.m. is expected to place it outside of children’s viewing hours.

The complaints included those about two other animated commercials featuring Nessie the Dragon and Sweetie the Chick. The maximum number of complaints however were for the Crazy Frog ad. All three commercials will not be shown before 9 p.m.