118 118: a question of character
The 118 118 runners campaign has been widely praised in the advertising community, but that has not stopped it from falling foul of the advertising standards code. Sian Croxon looks at the ITC's decision to uphold former athlete David Bedford's complaint that the ads unfairly exploited his image without consent and predicts the impact it may have on any subsequent civil claim
Since the Ofcom adjudication report on David Bedford’s complaint against the advertising campaign of directory enquiries provider 118 118, there has been a spate of articles and editorial comment on the finer points of that decision. Reaction has, in part, depended on the age of the commentator.
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