The second ad for Trojan brand condoms was run by the Fox television network. The ad was accompanied by the line, to help reduce the risk. This met Fox's criteria that the ad could only be aimed at promoting condoms for the prevention of STDs rather than contraception.
After decades of protecting the public from prophylactics, advertising regulators have confirmed there are to be less stringent rules governing condom ads on prime-time television. A change in the advertising code allowing the contraceptive to be advertised before the 9pm watershed was included as part of efforts to cut Britain's high rate of teenage pregnancy. Under the biggest shake-up of TV advertising rules for decades, several other products may be promoted on television for the first time including betting tips, herbal medicines and pornographic films and magazines — although the latter can only appear on "adult" channels protected by pin code.
THE Fox Broadcasting Company has become the first national broadcast television network to run a condom commercial. As with almost every change on this fast-moving issue, the identity of the initial advertiser was a surprise. It had been widely expected on Madison Avenue that the Schmid Laboratories division of the London International Group, which markets Ramses and Sheik brand condoms, would be the first to sponsor such commercials.
In a recent series of print adsGermany's Doc Morris Pharmacies have used images of Adolf Hitler, Mao Zedong, and Osama Bin Laden to suggest that safe sex can help protect against the conception of a potential dictator or mass murderer. The campaign is designed to inspire terror but seems to be evoking anger, particularly in Chinawhere Mao is still revered. Of course, as an American blogger, it's somewhat difficult to comment on German prophylactic commercials.
As a means of entertainment or a function of commerce, sex has seldom troubled network television executives. And over the last 20 years, the medium has not flinched at accepting the coin of advertisers peddling wares geared toward every bodily function save reproduction. But a growing emphasis on the responsibilities of sex, the dicey business of teenage pregnancy and especially of sexually transmitted diseasehas got the princes of the medium quaking.
American television history of sorts took place on Fox Broadcasting Co. But these days, some pretty terrible things are happening to some really nice people. It was a mad dash to be first to air ads nationally on network TV.
T he sound of a ticking clock permeates a dark room. A group of people lowers down from the ceiling like bowling pins, through a layer of thick mist. The grim reaper, shrouded in black, growls.
No condoms are shown during the discreet second commerical promoting Durex brand condoms, and no reference is made to the product until a brief pitch is flashed on the screen in the final seconds. The Independent Broadcasting Authority, which regulates independent broadcasters in Britain, announced earlier this month it would lift its ban on advertising of specific birth control products Saturday as part of a campaign to reduce the spread of AIDS. The broadcasting authority has drafted rules that require the commercials to be in good taste and to not promote promiscuity. The ads cannot show condoms, only their packages.
A study issued by the Kaiser Family Foundation last week found that most American consumers have a positive attitude toward condom ads on network TV. Of the 1, Americans surveyed by the foundation, an independent national health philanthropy, 71 percent were in favor of condom ads airing on TV. Thirty-seven percent of the respondents said such ads should be allowed to air at any time, while 34 percent said they should air at certain times, such as after 10 p.