NME criticised over ad featuring gun

The advertising watchdog has criticised music magazine the NME for running an ad for a fashion brand that featured a man putting a gun to the head of a victim. Fashion brand Fly53 's ad campaign ran across a double-page spread and featured a man gripping a second man by the throat while holding a gun to his head. The Advertising Standards Authority received a complaint that the ad was offensive, irresponsible and unsuitable to be displayed in a title like NME because it glamorised violence and gun crime. Fly53 said that the idea was based on the fictitious "House of Fly53" where people must "confess their fashion crimes". The ad was aimed at an "educated, creative and intelligent young market" and the pictures were "cartoon-like", the company added. The NME said it had a long-standing association with Fly53 and that it was a brand that was expected to be "edgy and provocative". Fly53 said that as part of a wider concept the ad was not a one-off image glamorising gun violence to sell clothes. However, the ASA ruled that the ad was "aggressive and threatening" and had a "menacing atmosphere". The ad was banned, with the ASA stating that it was irresponsible for it to appear in the NME. "We considered that the advertisement's depiction of gun crime was likely to be seen as glamorising and condoning real violence," said the ASA. "We concluded that the ad was likely to cause serious or widespread offence, and was irresponsible and unsuitable for display in a music magazine." • To contact the MediaGuardian news desk email [email protected] or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. • If you are writing a comment for publication, please mark clearly "for publication".