2008 Counter-Terrorism advertising campaign

This article is part of the Counter-Terrorism Portal project of Spinwatch.

In 2008, the Metropolitan Police and the police forces of Greater Manchester, West Yorkshire and the West Midlands launched a five-week poster and radio campaign to get members of the public to report any “suspicious behaviour” they may have encountered in their daily lives to the Anti-Terrorist Hotline. The slogans of the campaign were – “if you suspect it, report it” and “Terrorists won’t succeed if someone reports suspicious activity – you are that somebody”.

The campaign became known for its poster campaign, which had simplistic and wide-sweeping slogans such as:

• “Thousands of people have mobiles. What if someone with several seems suspicious?”
• “You see hundreds of houses every day. What if one has unusual activity and seems suspicious?”
• “Thousands of people take pictures every day. What if one of them seems odd?”

Criticisms

The anti-terror campaign has led to some serious criticism for the police services, who, it has been argued, were, through their adverts, exaggerating the threat and encouraging people in their everyday lives to spy on their neighbours and fellow citizens without any justifiable reason.

Critics have also argued that the entire campaign is aimed at the wrong people and that “raising awareness of the threat will only increase the fear and stress of the daily commute. If we must have an advertising campaign, maybe it is time to bring back the 'Keep calm and carry on' posters from retirement."

In response to the poster campaign, many people have manipulated the posters to show their wide-sweeping remit and ambiguity. Notable examples include slogans such as:

• "A bomb won't go off here because years before George Bush invaded Iraq"
• "Last week a man idly wondered: are these cameras really protecting my liberty, or infringing it? He's dead now."

Counter-Terrorism Radio-Advert Banned

In August 2010, a radio advert created by the Association of Chief Police Officers that was promoting the confidential Anti-Terrorist Hotline was banned by the Advertising Standards Agency under "Section 2, Rule 9 of the (Broadcast) Radio Advertising Standards Code (Good taste, decency and offence to public feeling)". It appeared on the Talksport radio channel, in which a man can be heard saying:

"The man at the end of the street doesn't talk much because he likes to keep himself to himself. He pays with cash because he doesn't have a bank card, and he keeps his curtains closed because his house is on a bus route. This may mean nothing, but together it could all add up to you having suspicions. We all have a role to play in combating terrorism. If you see anything suspicious, call the confidential Anti-Terrorist Hotline on 0800 789321. If you suspect it, report it". The advert can be heard here.

The advert was banned after 18 official complaints were made to the Advertising Standards Agency (ASA).

• 10 listeners believed that the add encouraged people to suspect and report law-abiding citizens to the police and thus found it offensive (This decision was upheld)
• 16 listeners believed that the ad "encouraged people to harass or victimise their neighbours" and was therefore "harmful" (this was not upheld)
• 9 listers believed that the advert played on the publics "fear" (this offence was not upheld).

In describing why it was banned, the ASA suggested it "could ... describe the behaviour of a number of law-abiding people within a community and we considered that some listeners, who might identify with the behaviours referred to in the ad, could find the implication that their behaviour was suspicious [and] offensive ... We therefore concluded that the ad could cause serious offence."

The ASA ruled that "The ad must not appear again in its current form."