A television advert for the Angelina Jolie action film ‘Wanted’ has been banned after the industry watchdog ruled it glamorises violence. The ad showed Jolie kissing co-star James McAvoy during a high-speed car chase, and both firing guns towards the viewer.
The Advertising Standards Authority said the ad for the DVD version of Universal Pictures' 2008 action flick "Wanted" breached ad codes and should not be broadcast.
The authority said the ad - which juxtaposes images of gun violence with Jolie showing off her bare back - "could be seen to condone violence by glorifying or glamorizing the use of guns."
It was unclear what practical effect, if any, the ruling would have. The "Wanted" DVD was released in Britain nearly six months ago.
The advertising authority has no power to enforce its writ, but it can refer advertisers to Britain's Office of Fair Trading for legal action.
Universal Pictures, which released the action flick, denies the ad in inappropriate, stressing that it had not been broadcast at unsuitable times and did not contain any contentious material.
The studio added that other action releases which contained guns had been billed as "the coolest movie of the year" and not prompted any complaints.
Universal feels "some people did not like to see a woman in a strong lead role," rather than concerns about violence.
The ruling underlined Britain's sensitivity to gun crime.
There were 59 firearm-related homicides in England and Wales in 2006-2007, compared to the more than 10,000 gun-related killings reported by the FBI in the United States in 2007.
But public concern was heightened in Britain after the shooting death of an 11-year-old boy in 2007. The murder drew national attention and prompted much soul-searching over whether the country's already strict gun control laws were tough enough.
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