The Guardian apologises for placing 'Watch porn' ad alongside child abuse article

The Guardian has apologised for placing an ad for Christopher Ward watches carrying the words “Watch porn” alongside an article related to child sexual abuse.

The print ad featuring the phrase "Watch porn" was published in The Guardian's pre-printed magazine on 27 July. However, the ad was placed next to an article about perspectives from the wife of a man convicted of viewing child sexual abuse imagery.

According to its official statement, the Guardian said the ad placement was an "oversight" by the media publication rather than anything intentional by the advertiser.

"An article was insensitively juxtaposed with an advertisement from the watch company Christopher Ward [...] We have processes to prevent such inappropriate placing but, on this occasion, they were insufficient and will be reviewed. We apologise for any offence caused,” the statement reads. 

Mike France, CEO and co-founder, Christopher Ward, said: “Our ‘Watch porn’ advert, which we’ve been running for a year, is intended as light-hearted humour to promote the desirability of our watch. The issue here is the context, and we apologise that this particular placement may have caused offence."

MARKETING-INTERACTIVE has reached out to The Guardian for a statement. 

Don't miss: Unfortunate ad placements: Where does the responsibility lie?

This is not the first time brands have issued apologies for inappropriate ad placements. Back in July 2021, axe Brand Universal Oil found itself in a difficult situation after its ad was placed below an article on The Straits Times (ST) concerning a murder that took place at River Valley High School (RVHS).

The ad reads: "A handy medicine for quick relief of cold and headache. To get you prepared for your next step." Meanwhile, the article was about a secondary four student arrested for the murder of a secondary one boy at RVHS and according to multiple media reports including ST, police seized an axe as evidence.

Brand Universal Oil and ST clarified that the ad placement was an "unfortunate coincidence" and "unfortunate juxtaposition", adding that the ad was booked in December 2020. ST also apologised for the distress caused as a result of the incident and replaced its e-paper with a house ad.

Photo courtesy: Reddit account @r/PrideAndPinion

Related articles:

BBC and The Guardian Chinese dish recipes showcased with a side of joss paper and funeral envelopes
Meta apologises for translation blunder over Malaysian king's installation
Apple apologises for iPad Pro 'Crush' ad