Sponsors of MBFGW apologise for racist advert

The Irish Traveller Movement in Britain has lodged a complaint with the Advertising Standards Authority (ASA) against Channel 4’s national billboard campaign “Bigger, Fatter, Gypsier”.

Britain’s advertising watchdog has now received more than 300 complaints, which claim the billboards are “offensive and racist”.

Now, Honda UK, one of Channel 4’s sponsors and advertisers, has informed the channel of their “unhappiness” with the poster campaign.

Paul Ormond, General Manager of Corporate Affairs at Honda UK, said: “Honda UK provides the adverts during the commercial breaks on the C4 documentary series. We do receive an editorial synopsis but on this particular programme no mention was made of any racially sensitive content.

“We would not want to be associated with any racist comments which we deplore and I would add, we have informed Channel 4 of our unhappiness with this poster campaign.”

The Irish Traveller Movement has welcomed the carmaker’s support. Yvonne McNamara, Director of ITMB, said: “We are absolutely delighted that Honda UK has taken a principle stand against the racist treatment of Travellers.

"We call on Channel 4 to immediately withdraw their national billboard advertising campaign, which has done so much damage to the reputation of Travellers, including exposing Traveller children to racial abuse and violence

“The ITMB says ‘well done Honda UK and shame on Channel 4’ for making money out of presenting Travellers as figures of fun and derision."

Matt Wilson from the ASA told 24dash: "We have now received a total of 314 complaints and are currently assessing if there are grounds for further investigation.

"We should reach a decision in the next couple of days. Just because we receive complaints over an ad does not mean it needs to be removed.

"We have to assess both the taste and decency of the advertising campaign. It's all about weighing up the rights for freedom of expression against the rights of the people who judge themselves offended."

Last week, a 17-year old Romany blogger wrote an open letter to Channel 4, urging them to stop “ruining his life” with the series.

Nick Hornby, Commissioning Editor at Factual Entertainment defended the show, saying the ambition of the programme is to “reach a large number of people and challenge their views and preconceptions of travelling communities”.

He said: “Despite your fear that people are watching the documentaries simply to laugh at Gypsies and Travellers, I think the films are celebratory and I hope never derogatory."

In a statement, Channel 4 said: “We have an excellent relationship with Honda and are in regular contact with them. We have had a small number of complaints about the poster campaign and are confident that all aspects of it fully comply with ASA guidelines.

"We are also in regular contact with the Gypsy and Traveller communities featured in the programme and posters and have had very positive feedback.”

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