FNB must Ditch its ‘Steve’ adverts — ASA

2014-12-06 00:00

CAPE TOWN — The Advertising Standards Authority (ASA) has ruled that First National Bank must withdraw its “Steve” adverts in their current format.

The ASA received at least 20 complaints about the bank’s advertising campaign, which advises people not to behave like Steve, or to “unSteve” themselves. It was an extension of an earlier campaign that referred to Steve (or Werner) who banked with BEEP Bank.

The ASA said the ads that refer just to Steve may not be used again. It said most of the complaints were that the campaign insinuated that people called Steve were incompetent. Other complaints said the ads may open children called Steve to bullying and teasing.

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