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    Six complaints lodged against Proximus ad aired on Eén

    © Belga
    © Belga

    Belgium’s Jury on Ethical Practice in Advertising (JEP) has registered six complaints about an ad for the Proximus telecoms company, aired on Sunday on Eén, the VRT’s Channel 1 TV station. The ad was featured before and after the “Over Water” documentary series on the problem of cocaine at Antwerp Port.

    The JEP, which made the disclosure on Wednesday, did not provide any information on the plaintiffs.

    Associations active in the field of drug prevention had criticized the spot, which ran: “Let’s enjoy your weekly dose of action together” after which the message’s letters disappeared as if they had been sniffed.

    Since receiving the complaints, the JEP has opened a dossier on the matter and will deliberate on it on 8 January. Its decision will be communicated to the interested parties, then published on the its website.

    Jason Bennett
    The Brussels Times