As the advert has a very subtle tone there aren't actually any ethical or legal issues surrounding the campaign. There are no controversial ideas bought up, there is nothing offensive in the advert, there is nothing to be taken in the wrong way or anything misleading or untruthful. If there was any issues such as an attack on people who don't go out late at night and take photos to go and start taking photos it would have been fully assured by ASA to make sure there are no offensive terms or language. This shows they have fully understood what ASA's work does and what they can and can't do.
ASA stands for advertising standards authority. They are the UK's independent regulator of all cross media advertising. Their work includes acting upon complaints and checking the media to make sure there are no misleading, harmful or offensive words and to maintain the adverts under the codes written by the committees of advertising practice.
Another advert in the same campaign follows a game of Calcio Storico an ancient gladiator style game of football where competitors wearing medieval costume wrestle for the ball. This advert could have some issues surrounding it. For one it is very violent and could be misinterpreted as promoting fighting. However there is nothing that is too gruesome or really anything that would upset younger children or anyone else. This shows that they have obviously gone through the ASA guidelines and made sure that they do not break any rules or boundaries.
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