Mormon PSA Interrupts Kiddie Show
Illegal Religous Ad Aired During Channel 5's Saturday Morning Toons
British media watchdog sees red after a minute-long ad for Mormon church airs during Milkshake!, Channel Five's Saturday morning cartoon block.
(Source: www.thisislondon.co.uk)
Britain's Advertising Standards Authority is investigating Channel Five after a Mormon recruitment ad aired during the network's Saturday morning cartoon block.
The minute-long commercial aired at 9:30 am during Five's Milkshake! programming block. The religious ad, which featured a crucifixion scene, went on during a commercial break between cartoons Fifi And The Flowertots and Jane And The Dragon. It included a toll-free number so that viewers could order a free DVD, called Finding Faith in Christ. The 29-minute DVD explains Mormonism and promotes the church.
Britain's broadcasting laws specify that it's illegal to air religious commercials, along with alcohol, bingo, slimming products and lotteries ads, to children. The Mormons, officially known as The Church of Jesus Christ of Latter-Day Saints, also has an official policy of not attempting to convert anyone under the age of 18. Children as young as two regularly watch the Milkshake! programming block.
After the ad aired on Channel Five, a 10-year-old boy, acting on behalf of British newspaper The Mail on Sunday, called the number and requested a DVD. The operator immediately asked him if he wanted to order Finding Faith in Christ.
When the boy – who called himself Michael – said he did, the operator asked for his name, age, full address, and postal code. Michael complied, clearly stating that he was ten years old.
"Thanks for calling, Michael," the operator said. "I'll put the DVD in the post to you today."
Both Channel Five and the Mormons went into immediate damage-control mode after the story went public.
"An administrative error beyond our control led to an advertisement for The Church of Jesus Christ of Latter-Day Saints being broadcast in the children's strand," said a spokeswoman for Channel Five. "This will not be shown during children's airtime again."
"The Church of Jesus Christ of Latter-Day Saints is disappointed to learn that the national television network C5 has broadcast one of its advertisements at an inappropriate time and without approval," claimed a Mormon spokesman.
"Since learning that an independent contractor has agreed to send on our behalf the DVD Finding Faith In Christ to a minor we have taken immediate action to ensure that this does not happen again."
John Beyer, director of Mediawatch, is calling on the ASA to ensure that this incident doesn't re-occur. "The Advertising Standards Authority should introduce safeguards to prevent this happening again," he said.
The Church of Jesus Christ of Latter-day Saints (also known as the LDS) is a religious sect founded by Joseph Smith Junior in 1830. It's currently based in Salt Lake City, Utah, in the United States. The church is currently led by 96-year-old Gordon B. Hinckley, and boasts 13 million followers around the world.
Adherents are expected to abstain from alcohol, tobacco, coffee, tea and recreational drugs, and to fast on the first Sunday of the month. That means going without food and drink for two consecutive meals.
At one time, the LDS sanctioned the practice of polygamy. Although then-church head Wilford Woodruff officially banned the practice in 1904, approximately 40,000 Mormons are still in polygamous relationships, many in rural areas. Smith was believed to have taken more than 30 wives during his lifetime.
Males between the ages of 19 and 25 are expected to spend two years proselytizing full-time for the church. Women over the age of 21 are encouraged, but not expected to do the same.
Celebrity Mormons include comedian Roseanne, R&B singer Gladys Knight, and award-winning science fiction author Orson Scott Card.
