Wanted Advert Banned

A TV advert for the DVD of Angelina Jolie action blockbuster Wanted has been banned in the UK for glamorising violence and the use of guns.

One viewer complained that the advert portrayed guns in a glamorous light and was unsuitable to be shown at 09:00 on a Sunday.

The Advertising Standards Authority (ASA) said the advert could never be shown again in its current form.

"The coolest movie of the year. Wanted on DVD," the voiceover for the advert said, before cutting to a shot of Jolie firing a bullet towards the viewer.

The advert then cut to chase scenes and Jolie encouraging co-star James McAvoy to fire a gun.

Before both actors were shown kissing as on-screen text showed review comments such as "bone-crunchingly brilliant" and "Angelina is blazingly sexy".

Universal Pictures defended the advert, claiming the "fantastical" nature of the comic book source material was reflected in the ad.

"Many other action films, which had strong male leads, had not been complained about," the studio continued.

"[Universal believes] some people did not like to see a woman in a strong lead role and that was the reason they objected to the ad, rather than because they had concerns about violence."

But the ASA upheld the complaint.

"The overall impression was that using guns was sexy and glamorous," the watchdog said.

"We concluded the ad could be seen to condone violence by glorifying or glamorising the use of guns."