The commercial provides children with an address at which they can write to Father Xmas with their Christmas present requests. The complainant maintained that the ad should not be aired unless the Post Office was prepared to give the children the gifts that they were requesting, or else the ad would "encourage a falsehood that could break the fragile spirits of the already disillusioned youth of South Africa".
In response to the complaint The Post Office's ad agency, Lobedu Leo Burnett, said that writing to Santa is a tradition for Christian children, and that this is a practice frequently supported by parents. It submitted further that in households where parents do not believe in this practise, children are brought up in the knowledge that Father Xmas is not a reality and are therefore unlikely to respond to the commercial. In addition, it was submitted that the commercial is harmless and that living in a "fantasy world" is part of the growing up process.
The Post Office advised that the commercial offers nothing in return for letters, but small tokens or gifts may be sent to children who they believe are really in need.
At a meeting held on 3 December 2003 the ASA Directorate considered all the relevant documentation submitted by the respective parties. In considering the matter the Directorate had particular regard to Clause 14.3.1 of the Standards Code which states that "advertisements should not exploit the natural credulity of children or their lack of experience." The Directorate was of the opinion that the commercial in question exploits in children the belief, or inclination to believe, in Father Xmas. It creates the impression, in the mind of the credulous child, that by writing to the given address he or she will be writing to Father Xmas, who, according to the myth, will then bring him or her the requested presents.
The Directorate noted in addition, that the Father Xmas myth includes the legend that children who do not get presents have been naughty during the year. The Directorate was of the opinion that it could conceivably be extremely upsetting for a child who does not receive the requested presents to believe that he or she has been too naughty during the past year. Lastly, the Directorate noted that, as the letters to Santa Claus have to be stamped, the respondent is profiting from the natural credulity of children in this regard.
The Directorate upheld the complaint and ruled that the commercial was in breach of Clause 14 of Section II of the Standards Code and therefore had to be removed in its current format.
Further reading: "Clarification from the ASA on the 'Santa Claus' ad ruling"
