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LG's KF600 TV Ad 'Promotes' Dangerous Driving Says ASA

The recent ad campaign launched by LG for promoting KF600 mobile is in the eye of a storm owing to the Advertising Standards Authority's (ASA) criticism of its approach that promotes dangerous driving.

The controversial ad features a woman in a car caught in the middle of a severe traffic jam.

As the woman touches her handset's bottom screen as shown in the handset's close-up, the image rotates and the ad focuses on the woman who is seen in a boat.

The ad depicts many other scene changes during which the voiceover and the onscreen text is shown to be stating 'Moodswing? Modeswing!'

The ASA was contacted by a number of viewers who voiced their concerns about the ad which was seen as promoting dangerous driving owing to its depiction of mobile phone usage while driving.

The company in question argued that such kind of a depiction was unintentional as all the mood related scene changes triggered by the phone were being 'imagined' by the woman.

ASA counter argued that the sequence of the scenes gave an impression that the phone was being used by the woman while she was driving and banned the airing of the ad in its present form.

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at ITProPortal.com where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.