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High profile agent withdraws London Underground ad after complaint

Member of public who complained to ASA thought stair-surfing children featured might lead to others copying 'unsafe practice'.

Nigel Lewis

Sales and letting agent Martyn Gerrard has withdrawn a London Underground poster ad after a complaint from a member of the public.

The ad, pictured below, which to some people might seem like a feel-good and innocent piece of advertising creative, featured two children – a boy at the top of a flight of stairs and a girl sliding down the stairs in a washing basket while wearing a cycling helmet and swimming goggles.

The strapline for the advert was “oMG…that was a good move…Making your next big move more enjoyable”.

The north London agent, which has 14 branches and was established in 1964, re-branded recently and has been advertising in the capital to support this with a series of ads featuring goggle-wearing children enjoying ‘good moves’ – including a girl clutching a toy rocket. But the latest one clearly didn’t amuse one member of the public.


They complained to the Advertising Standards Authority (ASA) that the poster ad was likely to “condone or encourage children to copy an unsafe practice and whether the ad was also likely to be responsible”.

“We contacted the advertiser about the concerns raised and they agreed to remove the ad from circulation,” an ASA spokesperson said.

The poster ads are not the only fairly lavish marketing activity that Martyn Gerrard has been engaged in. The company has also been supporting its re-brand with customers testimonial videos, 70 of which are now featured on its website.

March 22, 2017

One comment

  1. The Nanny State has finally flipped. Lack of any sense of humour and a totally ridiculous waste of time by the ASA, who acted on the comment of one single miserable busybody
    who has clearly never laughed and loved a child’s antics.
    In my view, Martyn Gerrard’s advertising is always really good!

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