London - An advert showing holidaymakers jumping from cliffs into water has been banned for encouraging the dangerous practice of “tombstoning”.
Twenty viewers complained that the Hostelworld.com adverts, which showed young adults leaping into a pool in Mexico, depicted the activity – known as tombstoning – in a positive light.
The firm argued that the advert, which was filmed in a popular tourist spot, showed a group of people who had decided to jump into the waters together knowing it was safe to do so.
However, the Advertising Standards Authority ruled that most UK viewers would not be familiar with the location and would assume that the group was taking part in a spontaneous activity with no supervision.
The watchdog added: “We considered that there was a risk of injury if the jump was emulated.”
It ruled that the adverts were likely to condone a dangerous practice and must not be broadcast again.
Daily Mail