Honda informs broadcaster that it is concerned by poster campaign featuring the words 'Bigger. Fatter. Gypsier'
John Plunkett
guardian.co.uk, Tuesday 21 February 2012 16.02 GMT
Big fat controversy. Photograph: Kieran Clancy/Channel 4
One of Channel 4's biggest sponsors admitted it was displeased with the broadcaster's controversial "Bigger. Fatter. Gypsier" campaign for its hit documentary series, Big Fat Gypsy Wedding.
Honda, which sponsors all of Channel 4's documentary output, said that it had "informed C4 of our unhappiness with this poster campaign" in an email sent to the Irish Traveller Movement in Britain.
The billboard campaign, which features the words "Bigger. Fatter. Gypsier" over images of Gypsy girls and children has been criticised as offensive and racist and prompted more than 100 complaints to the advertising watchdog.
Honda had also received about 35 complaints from unhappy members of the public and indicated both in direct correspondence and when contacted by the Guardian that it distanced itself from the phraseology used.
Paul Ormond, Honda UK's general manager, corporate affairs, said: "We have had concerned members of the public ringing us thinking we have some control over editorial content.
"We have responded by saying we have no control over content but we have made our concerns known to Channel 4 that we are unhappy that we are being linked to this through the tone of the advertising campaign."
The company said it wanted to "strengthen its two-way communication" with Channel 4 about the broadcaster's future projects so it did not get any "unwanted surprises".
Ormond added: "We are working with them very positively, we have had a long association with them. We felt it right and proper to tell them our concerns."
Channel 4 documentaries are topped and tailed with the strapline "Documentaries on 4 – sponsored by Honda". The "Bigger. Fatter. Gypsier" poster also features the Honda logo in the bottom right-hand corner.
The motor manufacturer has the opportunity to opt out of specific Channel 4 documentaries, as it did with a programme about whaling.
Some of the complaints received by Honda concerned a related documentary, Gypsy Blood, part of Channel 4's True Story documentary strand, which viewers said featured cruelty to animals.
Yvonne MacNamara, director of the Irish Traveller Movement in Britain, which has complained to the Advertising Standards Authority, said she was "absolutely delighted that Honda UK has taken a principle stand against racist treatment of Travellers".
She added: "Honda UK is a massive multinational company, it is therefore no surprise that Honda UK would not wish to be associated with the racial denigration of minorities in Britain.
"Honda UK is one of Channel 4's biggest sponsors and advertisers. We are delighted they have told Channel 4 that they are deeply unhappy with Channel 4's grossly racially offensive poster campaign.
"We call on Channel 4 to immediately withdraw their national billboard advertising campaign, which has done so much damage to the reputation of Travellers, including exposing Traveller children to racial abuse and violence. We call on Channel 4 to urgently review their so-called documentaries that give a skewed and damaging picture of Travellers."
Ormond, in an email response to the Travellers group, said: "Honda does not have any editorial say or control in the making or editing of the programme content or the content of the posters surrounding the programmes.
"We would not want to be associated with any racist comments which we deplore and I would add, we have informed C4 of our unhappiness with this poster campaign."
A Channel 4 spokeswoman said: "We have an excellent relationship with Honda and are in regular contact with them.
"We have had a small number of complaints about the poster campaign and are confident that all aspects of it fully comply with ASA guidelines. We also are in regular contact with the Gypsy and Traveller communities featured in the programme and posters and have had very positive feedback."
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