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Okay given for CPR heart advert

11th April 2012

The Advertising Standards Authority has said an advert featuring Vinnie Jones performing CPR has been cleared of demonstrating incorrect methods of resuscitation.

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The ASA said the television and internet campaign, created by the British Heart Foundation, had received 20 complaints that it could prompt "unsafe behaviour".

The advert shows the actor with an unconscious man. He says: "First off you call 999. Then no kissing. You only kiss your missus on the lips."

Mr Jones then demonstrates "hard and fast" CPR in time to the beat of the Bee Gees' song Stayin' Alive.

The ASA said it had received complaints that the actor was showing incorrect methods of CPR. 

However the ASA added that the campaign was made with help from the UK Resuscitation Council and followed European Resuscitation Council guidelines.

The ASA said: "We noted the ad aimed to teach untrained individuals how they could help in situations where CPR was required, noting the on-screen text and voice-over at the end of the ad that stated: 'Hands-only CPR. It's not as hard as it looks'."

"We considered that that made clear the ad was teaching hands-only CPR, and did not believe that trained individuals would consider the messages of the 40-second ad to override their own CPR training."

"Because the ad showed correct techniques for hands-only CPR, we concluded the ad was not harmful and did not encourage unsafe behaviour." 

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Article Information

Title: Okay given for CPR heart advert
Author: Jess Laurence
Article Id: 21608
Date Added: 11th Apr 2012

Sources

BBC News

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