LETTERS.

The regulatory bodies that monitor ads need consistency in rulings

In July, the Independent Television Commission, a body empowered to take commercials off the air, dismissed a racial stereotyping complaint made against the Typhoo Tea "two thumbs fresh" campaign and Tommy Singh, its Indian spokesman. In October, the Broadcast Standards Commission, a body not empowered to take commercials off the air, upheld a similar racial stereotyping complaint against the campaign. Ridiculous indeed, as Caroline Marshall pointed out (Perspective, 20 October). Can Mother shed any light on this contradictory ruling? Well, maybe a little.

From the outset, we were rigorous in the extreme to make sure we got it right. That we engaged and entertained in true Mother style but steered well clear of cliche and the undoubted offence that this would have caused. In developing the campaign we collaborated closely with Meera Syal of Goodness Gracious Me. We researched the campaign before it went on air among the Asian community, both consumer and trade alike, and monitored the feedback.

And guess what? The Asian community adore it. Asian Trader magazine and the Eastern Eye think it's brilliant, the BACC and the ITC are happy to support it and both Mother and Premium Brands think it's rather good too. In contrast, the BSC's decision seems to have been made in a vacuum. No-one at Mother, Premium Brands, the BACC, the ITC nor the Asian community has been consulted. Perhaps if they had been, last week's headline would not have been made.

Clearly things need to change. Most would agree that the subject of potentially contentious advertising is one that needs to be handled intelligently, fairly and, above all, with an enlightened point of view. It is in no-one's interest to offend vast swathes of the British public. It is equally important, however, that an environment is created where modern ideas can be created and go on to flourish.

In modernising the regulatory system, I would hope that the need for simplicity and consistency in the judgments made is recognised. The idea of having different regulatory bodies governing different media in an ever converging world seems a bit daft. Still, I'm sure somebody will tell me that it is much more complicated than it appears and that I should leave it to the experts.

StefCalcraft Mother London EC1