UK Watchdog Orders Advertiser to Pull Viral Ad

The Advertising Standards Authority (ASA) in the UK has taken what may be the first action of its kind in the Western world: ordering an advertiser to pull a viral ad that depicts extreme acts of violence.

The campaign, which promotes Midway Games title “Mortal Kombat: Shaolin Monks,” depicts a fight between corporate sales types in which one man has his heart ripped out and another is decapitated.

UK production house Maverick created the ad, which has been picked up by ViralChart.com, a tracking site for viral media, and TTR2.co.uk, an entertainment site.

The ASA found the video violated five of its clauses, including those covering “decency” and “violence and anti-social behavior.” It told Midway Games to pull the ad and not repeat the approach. Ad creator Maverick apologized for any offense caused by the viral, but said the video was suitable for its intended mature audience.

Meanwhile, the Web sites on which it initially appeared are still hosting the spot, and the TTR2 homepage now carries a defiant message flaunting the ASA’s finding under the headline “Banning Viral Content – They Can Try!”

In a statement, the ASA argued that “although the ad was intended to be humorous, because it both condoned and glorified violence and contained some scenes which could be emulated, it was irresponsible. We considered that the ad was likely to cause fear or distress and serious or widespread offense and that Midway Games had used shocking images to attract attention to their product.”

However, the jurisdiction of any ad regulatory body over online ad decency remains untested. And given that it’s given away rather than paid for, its status as advertising is even in doubt.

“Currently, viral marketing falls outside of our remit, but this one didn’t, as it appeared on a third-party’s Web site,” said ASA spokesperson Donna Mitchell.

Mitchell said the ASA’s Committee of Advertising Practice is now considering extending the organization’s oversight of viral ads, adding that 2006 would bring more developments on this front.