Carphone Warehouse told to stop controversial 'pro-choice' adverts
The Advertising Standards Authority has called for Carphone Warehouse to cease using the term 'pro-choice' following over 40 complaints to the watchdog.
One of three controversial adverts showed a denim jacket with a badge pinned to it, with the text "we're pro-choice" written on the badge.
Another featured a picture of a baby, with a caption reading: "What makes a family? Mum & Mum, Mum & Dad, Dad & Dad." The third advertisment featured a "pro choice slogan" with a picture of a short haired person and the question "what do you see?" and options of "guy, girl, me."
According to the advertising watchdog, Carphone Warehouse responded to the complaints by saying "that their business was built on offering choice across mobile networks, phones and plans and they were therefore the champions of choice.
"[They said] they were the only retailer in the country to promote this unique aspect of their business in a deliberately challenging way."
However, the ASAI did uphold the complaints, stating that the advertisements were described as "very emotive and divisive" and adding that the third advert was "extremely offensive to transgender people as well as to lesbian, gay and bisexual people."
The committee noted that the wording "pro-choice" would not be used again and also told the advertisers that the third advertisement should be not used in its current format.