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15th June 2011
007 MAGAZINE wins its complaint against ‘MI6 Confidential’
Claims on MI6 Confidential magazine’s website advertising a James Bond
magazine included the quote, “MI6 Confidential is the only professionally
created James Bond magazine available exclusively in print.”
007 MAGAZINE & ARCHIVE Limited challenged whether the claim was misleading
and could be substantiated in a complaint to the Advertising Standards
Authority.
After assessing the complaint the Advertising Standards Authority found in
favour of 007 MAGAZINE & ARCHIVE Limited and sanctioned the action that
the MI6 Confidential ad must not appear again in its current form.
007 MAGAZINE editor & publisher Graham
Rye said: “This was a rather obvious and unsubtle jab at me and my 32-year
old publication 007 MAGAZINE by this fledgling publication.” Paraphrasing
a James Bond line of dialogue from the 1962 007 film
Dr. No, Rye commented: “It
would appear to be a case of minnows pretending to be whales, and they are
most definitely the wrong side of the glass!”
ASA Adjudication on MI6 Confidential:
http://www.asa.org.uk/ASA-action/Adjudications/2011/6/MI6-Confidential/TF_ADJ_50706.aspx
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