U.K. ad buyers say they were misled about pedophilia satire

Advertisers in the U.K. were publicly grumbling Wednesday over the fact that they had not been sufficiently warned by Channel 4 about the content of a Brass Eye feature last week that satirized the media’s handling of pedophilia. As reported in Thursday’s Guardian newspaper, two advertisers, the supermarket chain Tesco and Heineken did pull out of the show. But the drug store chain Boots complained that it was misled about the show’s content, and media buyer Carat, which purchased time on it for Renault, claimed that it had not been told at all about the nature of the show. Channel 4 told the Guardian that it had only advised advertisers about a program’s content once before, when it aired Martin Scorsese‘s controversial The Last Temptation of Christ.