Child safety ad led to porn sites

A radio advert created by the Home Office to help children avoid porn sites on the Internet has been pulled after it led listeners to porn sites. 

The Advertising Standards Authority (ASA) ruled that the ad for the Home Office/Child Exploitation and Online Protection Centre (CEOP) web site, called thinkuknow.co.uk had to be pulled after listener complaints.

The advert was designed to highlight the site, which provides information for children on how to protect themselves online. The ad said: “What you say online isn't always what a paedophile hears. Giving out personal info could let a paedophile track you down. Be smart online, be safe offline. Visit thinkuknow.co.uk".

However, some listeners got the web site address wrong and found themselves on sites with porn links.

“The ASA noted the ad had not spelt out the web site address in full to listeners and if typed as "thinkyouknow" instead of "thinkuknow" would direct listeners to a web site with links to adult material,” the ASA said in its ruling.

“This was particularly concerning as the ad was aimed at teenagers and the service being promoted was to help them stay safe online.”

The advert will not be run again and the Home Office has since issued an apology. The full ASA ruling can be read here.