Nelson Jones

Belief, disbelief and beyond belief

Syndicate contentRSS

What would Jesus ban?

What is more offensive, a cartoon Jesus or the Advertising Standards Authority's decision to ban it?

In 2006, during the run-up to Christmas, the Grocer magazine ran an advert for the Big Prawn Company. The ad featured a Nativity scene, but with the traditional baby Jesus replaced by an edible crustacean. The slogan read, "A King is born. Order now to ensure a Christmas delivery". Twenty-eight people complained. The Advertising Standards Authority rejected the complaints, accepting that the scenario "would be seen as light-hearted by most readers of The Grocer" and was thus "unlikely to cause serious or widespread offence."

In 2011, just before Easter, the Metro carried an ad for the mobile company Phones 4U. It featured a winking, thumbs-up Jesus and the slogan "Miraculous deals on Samsung Galaxy AndroidTM phones". Almost a hundred people complained. This time, the ASA has rejected the company's (admittedly absurd) contention that the image presented "a light-hearted, positive and contemporary image of Christianity relevant to the Easter weekend."

Instead, the regulator concludes that the adverts "gave the impression that they were mocking and belittling core Christian beliefs", "were disrespectful" and "were likely to cause serious offence, particularly to Christians".

Clearly something has changed. There were more complaints about the second ad, but given the much larger circulation of the Metro compared to the Grocer, not enough to indicate that widespread offence had been caused. Indeed, the ASA does not usually take the number of complaints it receives into account at all, even when judging whether an advertisement is likely to cause "serious and widespread offence".

Nor is it obvious why depicting Jesus as a prawn -- and the use of a non-kosher foodstuff seems especially inappropriate given Christ's Jewish background -- should be considered less offensive than a smiling, recognisably human cartoon-character offering "miraculous" deals on mobile phones. Both images are somewhat crass and likely to offend the humourless. But neither poses a serious threat to the fundamentals of the Christian faith.

It also strikes me as somewhat over-the-top of the ASA to claim that the image of Jesus emplyed in the Phones 4U ad was "mocking and belittling core Christian beliefs". The cartoon Jesus may have been based ultimately on the Roman Catholic icongraphy of the Sacred Heart. Its immediate source, however, is to be found in the 1999 film Dogma, in which a marketing-obsessed cardinal introduces the figure of a winking, thumbs-up "Buddy Christ" as an antidote to the "wholly depressing" crucifix.

"Buddy Christ" figurines and tee-shirts remain on sale, and the film, far from being banned, is shown regularly on Channel 4. The similarity between the Phones 4U advert and the Buddy Christ figure, moreover, is no accident: the one is clearly derived from the other and the cartoon would make little sense to anyone unfamiliar with the film.

It's likely that the Big Prawn complaint would have been decided differently today. In the past few years, the ASA has been taking an increasingly strict, some would say humourless, line on suggestions of religious offensiveness. It has, for example, banned a series of ice-cream adverts featuring pregnant nuns and gay priests, and even one for curling-tongs which employed the slogan, "a new religion for hair". One of the adverts deemed likely to cause "serious or widespread offence" triggered a mere six complaints. The decision led the National Secualar Society to accuse the ASA of surreptitiously re-introducing the blasphemy law.

At the very least, the ASA seems to have an alarmingly low threshold as to what constitutes "offence" where religion is concerned. An advert, it seems, need not be objectively outrageous; it's enough that someone somewhere might potentially take exception to it. The ASA's code, it is true, states that "particular care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability or age." But it does not explain why this should be necessary, and it's hard to see why advertising should be subjected to restraints that would be considered intolerable in literature, film, art or even television.

Does it matter that the ASA is now over-protective of the supposed sensibilities of believers, the great majority of whom will at most have been mildly irritated? Perhaps not to the phone company concerned, for whom today's ruling will provide a welcome shot of free publicity. But advertising is not purely commercial. It is also public art. Its ubiquity makes it the most pervasive modern art-form, with an influence on public consciousness and the popular culture going far beyond the product being sold. The best adverts provoke thought and debate, comment on and contribute to the world we live in, and stay in people's memories long after the product being pushed has been forgotten.

Banning an advert robs people of the opportunity to have their thoughts provoked by it. Potentially it impoverishes culture. The ASA should realise that it owes greater duty to society as a whole than to the unrepresentative and eccentric handful who take the trouble to complain.

52 comments

Mr. Divine's picture

tengri: So you are saying that atheists just think there isn't a God ... they are open to the possibility that there might be one? Am I reading this correctly?

RFM's picture

Sir Michael, you appear to be an 'anti-atheist-voicing-their-opinion' fundamentalist.

Daniele1's picture

Divine:Look, it is very simple. I don't believe in god the same way as I don't believe in ghosts, in father Xmas or the Lochness monster.
What is it you don't understand about that?

swatantra's picture

RBS, Twitter and plastic bags

Ivan Miletitch's picture

Once again, I find some of the comments, to say the least, disingenuous... If the add in question had portrayed the prophet Mohamed in what could be seen as a disrepectful way , the same people who here can't see much wrong with using Jesus for this add would be up in arms, saying inflamatory material like this should not be used etc etc .... So which is it ? Do we apply the same guidelines for everyone, or should we be particularly mindful of not hurting the feelings of a section of the population, where it would be perfectly to ignore that of another ?

Ivan Miletitch's picture

Once again, I find some of the comments, to say the least, disingenuous... If the add in question had portrayed the prophet Mohamed in what could be seen as a disrepectful way , the same people who here can't see much wrong with using Jesus for this add would be up in arms, saying inflamatory material like this should not be used etc etc .... So which is it ? Do we apply the same guidelines for everyone, or should we be particularly mindful of not hurting the feelings of a section of the population, where it would be perfectly OK to ignore that of another ?

RFM's picture

Keir, stop talking nonsense. There is ample evidence in the Hebrew text that the Bible has been edited, these edits are far less obvious to detect in the translations than they are in the Hebrew. Consider one example, the problem of the age of Saul. Here in my Hebrew Bible, which is the original text in case you are unsure, 1 Samuel 13:1 reads: A son of one year old was Saul when he became king, and two years he reigned over Israel.

Ok, now go and read the rest of Saul's history and ask yourself whether a baby can do all the things Saul is said to have done.

Now, let's get to the editing part. In the Greek Septuagint Saul's age is given as 30 years when he started to reign over Israel. Based on what? not the Hebrew text as the Hebrew text predates the Septuagint. But 30 years is nonsense in any case because Saul had a son who was old enough to serve in the military. So what is Saul's real upon ascension? If you consider Acts 13:21, then Saul ruled for 40 years ... which it gets from where exactly? Again, not from the Hebrew text, in other words, someone sat down, did the maths and realised that Saul couldn't have been three when he fell on his sword in battle, so someone edited the Greek NT to make up for the Hebrew texts somewhat unreliable history of Saul.

You know nothing about Hebrew or the history of the Hebrew bible, don't go around spreading falsehoods about it simply because you want to make it seem like there is something other than bad reasons to believe in it.

MartinC's picture

With regards to insults (in the context of Jesus and his way): there are times when slapped you can turn the other cheek; and then again, there are times when you must stand up and metaphorically "slap" those that despoil the temple of it's sanctity.

One is a personal choice the other is one of public decency and respect.

For the secular: keep in mind the freedom of expression in a court of law is limited in terms of contempt of court. I mention this only because our secular society understands and accepts that there are "secular temples" that limit contemptuous speech.

Countries like the UK have laws to prevent incitement to racial and religious hatred. You may personally hold these laws in contempt, you may seek to have them removed/changed - that is your right in a civil society. If there is democratic support for change no doubt it will come about, but there is a civil process to be observed.

Overall I say we as a society should avoid insulting people if we can - our freedom of expression should not be used as a freedom to hurt people's sensitivity without consideration of its propriety. Respecting the right to believe/not believe is equally a principle of tolerance as is the freedom of expression. Tolerance and the ethics of reciprocity are the hallmarks of a civil society.

Mr. Divine's picture

Andyb: I'm not arguing about words , I'm asking for clarification. The word 'believe' is used to mean 'know' and 'think' by different people. I'm asking when people use the word 'believe' what exactly do they mean, 'think' or 'know'? I want to know what they are saying. I'm not trying to make an argument supporting religion or one against it.

Mr. Divine's picture

For instance Andyg you write, 'lead you to no doubt conclude that Father Christmas is also a fiction.'

So you are saying that you know that Father Christmas is not real. You say that you know that 'God' does not exist.

swatantra's picture

Any Religion that can't take mocking or ribbing or criticism of its founding fathers is not up to much.
ASA was wrong to ban the cartoonsbecause they did not overstep the mark of decency.
Life of Brian.

David's picture

Here we go again. Religion cannot be ridiculed, even in the lightest sense. Why is it to be afforded such privilege over other systems of thought? Utter, utter lunacy.

Benedict's picture

My answer to the question of the existence of Father Christmas is not based on faith, it is a logical conclusion based on a rational appraisal of the world around me. I conclude that he most certainly can't exist because delivering toys to all children in the Christian world within a tiny 24 hour period before Christmas day is logistically impossible even in this day and age. Also I have never seen flying reindeer. I could be wrong but I am pretty sure they don't exits. http://www.diykitchenremodeling.net/

oneoflokis's picture

One-word contemporary answer, very to-the-point and topical: Neoliberalism.

swatantra's picture

The Christ was a bit of a radical revolutionary. So maybe the monarchy and moneylenders and easter. Well perhaps not Easter, because the whole thing was choreographed anyway with a beginning middle and the end.

Mr. Divine's picture

@Daniele: 'When this undeserved respect is no longer given to them,THEN,and only then, us atheists will stop talking about religion.'

You surprise me ... are you really an atheist? Do you know that there isn't a God?

Andyb's picture

Mr Divine.

I was very careful to use the word "conclude". I never used the word "belief" because that sounds too much like faith.

My answer to the question of the existence of Father Christmas is not based on faith, it is a logical conclusion based on a rational appraisal of the world around me. I conclude that he most certainly can't exist because delivering toys to all children in the Christian world within a tiny 24 hour period before Christmas day is logistically impossible even in this day and age. Also I have never seen flying reindeer. I could be wrong but I am pretty sure they don't exits.

Similar arguments apply to the existence of a god. Although this does depend on how you define god. The god I think of is that guy who is supposed to answer personal prayers, loves us (apparently) and occasional performs miracles.

Is this clearer?

Mr. Divine's picture

Sir Michael; When you use the word 'believe' I am a bit confused. do you mean 'know' or 'think'? I can't quite work it out so I'm unsure by what you are saying.

Andyb's picture

Oh. And the word "know" can be as dangerous as "believe". Rather than say "I know god doesn't exist", I would prefer to say "I am convinced he doesn't exist". This is because we can never formally demonstrate his non-existence. If he's a really lazy God who never interferes in our affairs, then we could all be completely oblivious to his existence.

Andyb's picture

Mr. Divine

Agnostic/atheist...the same thing. Most atheists would change their fundamental assumpations about the world and God in particular if he chose to show himself. So you can class us agnostics if that makes you happy. Personally, I'm not bothered. I dislike labels like "atheist" or "agnostic" because they sound as if I am a member of a sect. I am not.

Andyb's picture

Mr Divine,

Atheists like me (damn, I used that word) frequently ask believers how they know what they believe is true. I can honestly tell you I have never recieved an answer that was anywhere near compelling.

I just have to accept that certain people don't feel the need for evidence to believe what they believe (or often claim they know). They are happy to be irrational. I find that strange.

freedemocrat's picture

Jesus would have banned certain types of religious bigots but not all, trading in the Temple, money=lending at interest, unruly children, pigs (possibly) and fig trees that do not fruit out of season.

Keir's picture

The executives of Samsung will suffer no pains or indignities for mocking Jesus. It is for promoting Easter that they will wish they had never been born.

john woods's picture

Imagine what would happen if the prawn company came out with something similar about a certain 7th century Arab paedophile slave trading camel molesting fantasist whose name begins with M?

StevConnor's picture

So we won't see a Baby Cheeses advert then?

Marcus's picture

@Kier - Organised religion has a hierarchy and is a control mechanism for the masses.

There is a massive difference between following an ethos and controlling people and suppressing women.

What happened with the editing of the bible says everything you need to know about organised religion, not just the number of people who have died because of organised doctrines.

Sir Michael's picture

It is amazing how certain people who profess to not be religious can't seem to stop going on about religion all the time. Personally, I think fundamentalism of any stripe - whether we're talking about biblical literalists, terrorists on jihad, Hindu nationalists or intolerant atheists - simply indicates lack of faith in one's convictions.

If there's a God who created the Universe, he could easily have created evolution. It doesn't challenge the existence of a creator - only the faith one has in the Book of Genesis. If you only believe in God because you're convinced the Bible is literally true, then you don't really believe in God at all. Similarly, if you believe Allah is threatened by people who have not yet accepted Mohammed as his latest prophet, then your faith is in Mohammed, not in Allah. If you don't believe in any god at all, why waste your short time on Earth trying to convince believers that they're wrong?

But if everyone else believes what you think you believe, or what you want to believe, then you don't have to question your beliefs anymore. Your faith isn't threatened by the different faiths of others. You can simply conform to the rest of society, or at least to the leaders you respect, and not worry about whether or not your faith is misplaced.

I am comfortable in my atheism, and so I don't feel my beliefs are threatened by religion. Likewise reasonable religious people who have their own beliefs aren't threatened by me. We get on. But the nutcase screaming about Satan from the pulpit and Mr Jones "I will sell you a copy of not-Watchtower" here will forever be at each others throats because each secretly has doubts.

Be comfortable with your doubts Mr Jones, they are the sign of an inquiring mind and not a traitor to the faith, even if the faith involved claims to be faithless.

Drakula's picture

Keir; RFM is right the editing of the bible is not an internet fantasy, it is probably the most edited book in history.

I can give an example of that from the New Testament and that is the wedding of Cana. Now in the original story the reader must have been privy as to whose wedding it was. Yet in the edition of the Roman Church and even the King James edition this is a glaring omission. Why?

There is a hint in that Jesus' mother seems to take charge in ordering the servants about. So was this Jesus' wedding?

Keir's picture

'Here in my Hebrew Bible, which is the original text in case you are unsure, 1 Samuel 13:1 reads: A son of one year old was Saul'

That's English. And not necessarily a translation. It's been translated various ways by competent people, and anyone with any knowledge of this verse would not do as above, unless dishonest. Even English translations indicate that Saul's age is simply omitted. This may be ascribed to copyist error.

'ask yourself whether a baby can do all the things Saul is said to have done.'

No doubt the Israelites would have asked themselves that same question, had it existed.

In the Greek Septuagint Saul's age is given as 30 years'

In a few late copies, it is. The Septuagint is known for its errors, anyway.

'If you consider Acts 13:21, then Saul ruled for 40 years'

What does that have to do with Saul's age at accession?

Andreas's picture

@Sir Michael
That's why I always consider that my childhood imaginary friend, Tim the Bear, may very well be real. Maybe he was't a creation of my imagination. Maybe, every night, he watches over me with Aegon the Sorcerer, his imaginary nemesis.

But probably not.

Andyb's picture

Mr Divine: do you really think that by arguing over words like 'believe' and 'think' you're making a convincing argument for religion and against atheists. Think again.

Most atheists come to the conclusion that religions are bogus because we see absolutely no evidence for the existence of gods. This is not a 'belief', just a rational conclusion based on observation and evidence (or lack of it). Similar considerations of observation and evidence lead you to no doubt conclude that Father Christmas is also a fiction.

We would however change our positions if such evidence did come to light. I am not holding my breath!

Keir's picture

'So was this Jesus' wedding?'

Of course it was. You may think whatever you like, remember.

Keir's picture

An atheist is a person who refuses to accept employment which does not permit normal work on Dec 25th. A rare species.

Mark Edwards's picture

Any deity that doesn’t like being mocked or poked fun at isn’t worth bothering with. After all, if you are the Almighty, why would you have a problem with it? Only the weak fear mockery.

Or is the real reason that the followers of these gods, of whatever variety, are the real weak ones, because they fear that mockery will help to expose their belief system for what it actually is – a load of tosh?

If there are any gods, I bet they’re completely ashamed at the antics of some of their “followers”.

Al4's picture

Duh, we're all agnostics at the end of the day

Mr. Divine's picture

Jesus, if he was really the messiah, would ban himself, his name, his image, and the right of anyone to speak on his behalf.

Keir's picture

'Organised religion has a hierarchy and is a control mechanism for the masses.'

A phenomenon noted by ancient Babylonians, Assyrians, Egyptians and Romans. It seems that Homo sapiens has a religious instinct, and this instinct has often been channelled in the interests of oligarchies, that had tendency to appropriate more than was necessary to fulfil the duties of good governance. They made use of religious beliefs that supported their activities.

In the time and place of Jesus of Nazareth, it was the Roman power that dominated, though, in theory at least, it made a rare concession in Judea, where the religion was essentially democratic, and also firmly embedded. In true Roman style, the imperial power simply established a corrupt leadership and more or less kept control by this means. (It was, perhaps inevitably, not to last, and eventually the old theocratic/democratic state of Israel was totally destroyed, as was perhaps divine will.)

But there were religions corruptions in Judea, as well as political ones, and they relied on hierarchy, too- though these were informal hierarchies, because no religious hierarchy had been devised by Moses, Joshua, David or anyone else. The only authority recognised as proper in Judea was the Hebrew Scripture (even the political monarchy of Israel was not perceived as of divine will.) So two informal religious 'authorities' grew up, the liberal Sadducees and the legalistic Pharisees, to add to the rather shady Herodians whose primary interest was political.

But Jesus did not ban the Sadducees, Pharisees or Herodians, though he opposed them very firmly on moral grounds. He made not the least effort to displace them by force, and indeed he endorsed the Roman Empire by recognising the right of Rome to collect taxes in Israel. Rather, he appealed to the origin of the faith of Israel, the faith of Abraham, who had no organised religion, and who did not devise one. Abraham had no-one to tell him what to do in religious contexts, and he told no-one what to do in those contexts. That is the state of those who today follow the teachings of Jesus of Nazareth.

'the editing of the bible says everything you need to know about organised religion'

This is simple fantasy, bred by internet ignorance and bigotry. There is not the smallest evidence that the Bible of 66 books in the commonly agreed texts has been edited. Moreover, those original language texts in original languages do not support hierarchical, organised religion in any way. Rather, they demonstrate that such resorts are doomed to moral failure (as subsequent history has confirmed). One has to read either a discredited Greek manuscript or a 'translation' to find evidence of 'editing'- or rather, naked political interference intended to facilitate political control and organisation of 'Christians'.

Mr. Divine's picture

Daniele, my love: What I don't understand is how you use the word 'believe'. Are you saying you 'know' there isn't a God or are you saying you 'think' there isn't a 'God'? Some people use the word 'believe' to mean 'think' and some mean 'know'. How are you using it? I'm confused to what you mean when you say 'You don't believe'. Can you be more specific?

Mr. Divine's picture

RM: I've tied Kier in a knot .. that's why he can't talk sense.

Andyb's picture

I don't really understand the mindset of the people who actually write in to complain about these ads. They seem to take a very professional line on being offended. Maybe we give them too much concern.

Modern Christianity in the UK is very different from what it was a century ago. I'd like to think the majority people wouldn't be concerned in the least about the Samsung Ad. Quite frankly both complainants and the ASA have been extremely childish on this.

Marcus's picture

He would be libertarian and would not look to ban things.

For the sake of this blog, OK, he would ban organised religion and those false prophets stating historical facts that are merely fiction and to which there is zero evidence (religion).

Keir's picture

'For the sake of this blog, OK, he would ban organised religion'

Why is this blog different? What someone perhaps ought to ban from this blog and a million others is tedious, juvenile, off topic, bigoted comments.

'he would ban organised religion'

Would he? He did not ban the Sadducees, Pharisees or Herodians. He allowed organised religion to kill him.

Mr. Divine's picture

Thanks for that Andyb: So you think there isn't a God .. but there might be. But you think there isn't one based on your experiences. Have I got that right? You're an agnostic.

I hope I have given you something to work on when you talk to 'believers'. Ask them if they know or think. Then if they say they 'know', ask them how they 'know'. Usually they say it is written in the Bible or it is 'obvious' that it is all evolution.

How do they 'know' that what they read isn't something by an American man pretending to be a Syrian Lesbian?

There, a linguistic tool from someone with a Masters in Linguistics.

Steve's picture

Perhaps some people at the ASA have been infected with the religion virus and believe they're doing God's work by banning these ads.

Tom Thumb's picture

How about a turbomb cartoon?

R1GGO's picture

Take a look at "Jesus_M_Christ" on Twitter. If you are the humourless type then best not? Its very witty and I follow his/her tweets all the time.

R1GGO's picture

And Jesus gazed upon his twelve disciples and proclaimed "At least one of you has got to have some weed."

Lox's picture

Steve, anyone who uses the phrase "the religious virus" is clearly an evangelist for the Almighty Dawkins. The only thing as tiresome as a self-righteous religious maniac is an adolescent minded atheist who likes to write off any perception of a spiritual life as having "an imaginary friend".

Sir Michael's comments above are an exception-it's a rarity to come across an atheist who doesn't take other people's faith as some kind of personal slight.

Personally, I'm agnostic.

Nathaniel Myers's picture

And... Enter the fundamentalist agnostics that see any justified criticism of religion as being fundamentalist, in itself. Why are there so many people that aren't religious themselves, spending so much time talking about religion, you ask? Well, if you must pose such a stupid question, perhaps you should read the above article again, sans the opinion stuff. Monotheistic religion is quite easily the most divisive ideology concocted by the human race, and as such, I believe we are not only justified in making the claim, but bound to do so.

Also, Lox, I'm interested in whether you actually believe all atheists reject the possibility of spiritual experience? The problem with a lot of people that make spiritual claims, is that they invoke the supernatural, which in itself is a nonstarter. Listen to Sam Harris speak about his spiritual experiences, whilst studying meditation in the far East, and who knows... Maybe you'll agree with him. ;)

PhilM's picture

As a Christian, of the liberal variety, I'm not offended by the phones 4u advert, although it does sound like they need to look for a new copywriter!

I'm reminded of the controversial Piss Christ, where a crucifix was suspended in the artist's urine. It was vandalised by protestors. What they missed, and perhaps the artist too, was that it was a very spiritual piece of work. Jesus was mocked and derided, and no doubt urinated upon in his time. That's what makes his story so powerful! Piss Christ reflected this.

What would Jesus ban? I agree, probably not much. He challenged that type of thinking and narrow minded people as well.

Latest tweets