armed robbery

Incredible Door was ordered to remove their advert simulating an armed robbery after it was found that it provoked fear. Image: Pixabay

Radio advert simulating an armed robbery removed

A radio advert simulating an armed robbery was removed after a complaint was received that it provoked fear among listeners

armed robbery

Incredible Door was ordered to remove their advert simulating an armed robbery after it was found that it provoked fear. Image: Pixabay

The Advertising Regulatory Board (ARB) ordered Incredible Door to remove its radio advert after a complaint was received that it simulated an armed robbery and provoked fear.

The advert aired on Eastwave Radio 92.2 FM.

Radio advert simulates an armed robbery

In the advert, you can hear a man with an American accent yelling, “Get on your knees! Get on your knees! Nice and slowly. Now open up that safe.”

A voiceover then goes on to highlight the benefits of the manufacturer’s doors during an armed robbery.

The complainant argued that this was a very life-like scenario of an armed robbery.

This commercial brought back painful memories, as his wife was in a similar incident in the past.

The Complainant mentioned that he had contacted both the radio station and the Advertiser themselves, and received no response.

Incredible Door responds to the complaint of advert simulating an armed robbery

In response, Incredible Door stated that it had no intention to bring harm to the audience.

It said that its intention is to express the real-life criminal and dangerous situations in our communities.

It stated that the main intention of the wording “Get down on your knees” was to highlight to potential customers that it could be too late if preventative measures are not in place.

“The main purpose of the words “Get down on your knees” is to let all citizens be aware of the reality of not having security measures, and not to provoke fear.” – Incredible door stated in their response.

Advert removed for provoking fear

The regulator found that the commercial provokes an unreasonable level of fear and is in breach of Clause 3.1 of Section II of the Code.

The clause states that advertisements must not, without justifiable reason, play on fear.

“The commercial opens with a sudden, loud voice demanding that the ‘listener’ get down on their knees.”

“There is no warning that one is in a commercial, and the aggression in the voice is hyper-realistic, presumably to get the attention of the listener.” the Directorate said in its finding.

The regulator was of the opinion that anybody who has survived a similar scenario, or is particularly frightened of such a scenario, would find the commercial extremely disturbing.

Incredible door had to remove the advert in a set deadline. For radio, this was immediately.

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