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Thursday 19 April 2018

AIB advert showing child wearing puffy coat in car seat 'not to be used in current form again'

Portrait of a man driving his car
Portrait of a man driving his car
Amy Molloy

Amy Molloy

A bank advert showing a child wearing a puffy jacket in a car seat is in breach of advertising codes, the Advertising Standards Authority of Ireland has ruled.

The AIB ad features a customer surprising his partner and young child with a new car after taking out a loan.

The woman is shown sitting in the driver’s seat looking straight ahead. Her right hand is on the steering wheel, while her left hand releases the hand break. As the car begins to move, she turns her head, appearing to very briefly glance at the rear view mirror, before appearing to look at her partner in the passenger seat and smiling while the car is moving away.

A number of complaints lodged said that the child was not properly fastened in his car seat and the woman in the advert did not follow full road traffic protocols.

Some of the complainants considered the child wearing a thick coat as "dangerous in the event of an accident" and was contrary to safety recommendations. Secondly, they argued the seat belt was too loose on the child and that he should have been in a rear facing car seat.

Other complainants said the driver did not carry out the necessary safety checks before moving the car.


The ASAI deemed the loose seat belt straps and the wearing of the puffy jacket to be outside the Road Safety Authority's recommended safety guidelines.

However, they did not uphold the safety check complaints, as the footage shown was just a 'snapshot' of the full event.

"The Committee noted that the Code requires that a marketing communication should not condone or encourage dangerous behaviour or unsafe practices. They considered that there was an onus on advertisers to ensure that in circumstances where a car is being used, such as in this advertisement, children and others are portrayed in a safe manner. They also considered that advertisements should be edited in such a manner that unsafe practices are not shown," the ruling said.

AIB has been ordered to not show the advertisement in its current form again.

You can read the full ruling here

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