Ad description
A TikTok video from the get_0ut_0f_debt TikTok account, seen in September 2024, showed a man standing on a chair in an empty office. He placed a looped length of cord around his neck. The other end of the cord was suspended above his head. Text stated, “Had to sleep here last night because got evicted due to debt, everyone knows I’m not in a good place, can’t take it any more… can you relate?” The scene then cut to colleagues running through the door. The man was lying face down and motionless on the floor with the cord around his neck and the other end of the cord reaching up towards the ceiling. One of the colleagues attempted to rouse the man and dialled 999 on their mobile phone. The man remained lying on the floor as the camera zoomed out. The soundtrack to the video featured the song lyric “One step closer”.
Issue
The Insolvency Service challenged whether the ad was irresponsible, distressing and offensive.
Response
get_0ut_0f_debt Ltd t/a get_0ut_0f_debt said the video was an organic post rather than a paid ad. They said they posted regularly on a variety of subjects. Their aim was to highlight mental health issues and their causes. They said on reflection they could appreciate why the post, which was no longer appearing, might have been perceived in the way it had. They gave an assurance that they would not repeat the approach and that they would remove any posts of a similar nature. They intended to seek guidance in future to ensure that their content was in line with the Code.
Assessment
Upheld
The ASA first assessed whether the post was an ad for the purposes of the Code. The video was posted on get_0ut_0f_debt’s business account on TikTok. Text showing the TikTok handle for the page appeared on screen throughout the video. We considered that viewers would understand that the video, which referenced debt problems, promoted the service offered by get_0ut_0f_debt. We therefore considered that the video constituted an ad for the purposes of the Code.
The CAP Code required that ads be prepared with a sense of responsibility to the audience and to society and not contain anything that was likely to cause serious or widespread offence. They must not cause fear or distress without justifiable reason and, if it could be justified, the fear or distress should not be excessive.
The video showed a man placing a cord around his neck. He was then seen lying face down on the floor and did not respond to an attempt to rouse him. The on-screen text referred to eviction due to debt and stated, “… everyone knows I’m not in a good place, can’t take it any more”. We considered that viewers would understand that the man was distressed due to being in debt and had chosen to end his life because of his financial situation. We considered that the depiction of colleagues rushing to help, alongside the implication that it was too late to save the man, added to the distressing tone.
We considered that the ad, in highlighting and demonstrating a method of suicide, and creating an association between debt and suicide, was irresponsible, and that the graphic nature of the portrayal was likely to cause serious offence, and significant distress, which was not justified by its context. In particular, we considered that the question “can you relate?” was irresponsible in appealing to consumers who were experiencing problems with debt, who were likely to be particularly vulnerable.
We concluded that the ad was irresponsible and likely to cause serious offence and unjustified distress.
The ad breached CAP Code (Edition 12) rules 1.3 (Social responsibility), 4.1 and 4.2 (Harm and offence).
Action
The ad must not appear again in the form complained of. We told get_0ut_0f_debt Ltd t/a get_0ut_0f_debt to ensure that their future ads were responsible and that they must not cause serious or widespread offence, or unjustified distress.
