Burglar alarm firm evades complaints for hard-hitting ad

By Matthew Chapman, campaignlive.co.uk, Tuesday, 02 October 2012 12:00PM

ADT has escaped an investigation by the ASA after the ad watchdog received complaints that the home security firm's recent television ad was "offensive" and "distressing".

ADT: home security ad escapes censure

ADT launched the ad by The Red Brick Road to establish home monitoring services as an "essential utility".

It features people cowering in dark rooms, looking scared at any sign of noise following a burglary.

The voiceover states, "It’s not just what they [burglars] take, it’s what they leave behind".

Five members of the public complained to the Advertising Standards Authority (ASA) that the ad's focus on the long lasting emotional trauma caused by burglaries was "offensive" and "distressing".

The ASA decided last month not to investigate the ad after receiving the complaints at the end of August.

ADT positions itself as a service that provides 24-hour security for round the clock peace of mind. 

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This article was first published on campaignlive.co.uk