Calendar An icon of a desk calendar. Cancel An icon of a circle with a diagonal line across. Caret An icon of a block arrow pointing to the right. Email An icon of a paper envelope. Facebook An icon of the Facebook "f" mark. Google An icon of the Google "G" mark. Linked In An icon of the Linked In "in" mark. Logout An icon representing logout. Profile An icon that resembles human head and shoulders. Telephone An icon of a traditional telephone receiver. Tick An icon of a tick mark. Is Public An icon of a human eye and eyelashes. Is Not Public An icon of a human eye and eyelashes with a diagonal line through it. Pause Icon A two-lined pause icon for stopping interactions. Quote Mark A opening quote mark. Quote Mark A closing quote mark. Arrow An icon of an arrow. Folder An icon of a paper folder. Breaking An icon of an exclamation mark on a circular background. Camera An icon of a digital camera. Caret An icon of a caret arrow. Clock An icon of a clock face. Close An icon of the an X shape. Close Icon An icon used to represent where to interact to collapse or dismiss a component Comment An icon of a speech bubble. Comments An icon of a speech bubble, denoting user comments. Comments An icon of a speech bubble, denoting user comments. Ellipsis An icon of 3 horizontal dots. Envelope An icon of a paper envelope. Facebook An icon of a facebook f logo. Camera An icon of a digital camera. Home An icon of a house. Instagram An icon of the Instagram logo. LinkedIn An icon of the LinkedIn logo. Magnifying Glass An icon of a magnifying glass. Search Icon A magnifying glass icon that is used to represent the function of searching. Menu An icon of 3 horizontal lines. Hamburger Menu Icon An icon used to represent a collapsed menu. Next An icon of an arrow pointing to the right. Notice An explanation mark centred inside a circle. Previous An icon of an arrow pointing to the left. Rating An icon of a star. Tag An icon of a tag. Twitter An icon of the Twitter logo. Video Camera An icon of a video camera shape. Speech Bubble Icon A icon displaying a speech bubble WhatsApp An icon of the WhatsApp logo. Information An icon of an information logo. Plus A mathematical 'plus' symbol. Duration An icon indicating Time. Success Tick An icon of a green tick. Success Tick Timeout An icon of a greyed out success tick. Loading Spinner An icon of a loading spinner. Facebook Messenger An icon of the facebook messenger app logo. Facebook An icon of a facebook f logo. Facebook Messenger An icon of the Twitter app logo. LinkedIn An icon of the LinkedIn logo. WhatsApp Messenger An icon of the Whatsapp messenger app logo. Email An icon of an mail envelope. Copy link A decentered black square over a white square.

Emmerdale TV ad banned for showing ‘exaggerated’ studio tour experience

The ad showed a woman being transported from her kitchen to a field, a costume room and indoor sets from the ITV soap.
The ad showed a woman being transported from her kitchen to a field, a costume room and indoor sets from the ITV soap.

A TV ad for an Emmerdale studio tour has been banned for exaggerating the visitor experience.

The ad showed a woman being transported from her kitchen to a field, a costume room and indoor sets from the ITV soap, and finally to the show’s fictional pub, The Woolpack, before a voiceover stated: “Step into the drama. The Emmerdale Studio Experience.”

Responding to two complaints that the ad misleadingly exaggerated the experience, ITV Broadcasting, which produced the ad, said the sets at the Emmerdale Studio Experience were exact replicas at a studio where the soap’s interior scenes used to be shot until the majority of filming moved elsewhere.

The Emmerdale village set (Tim Whitby/PA)
The Emmerdale village set (Tim Whitby/PA)

They said the tour aimed to give visitors an insight into the types of processes involved in the production of Emmerdale.

ITV said the ad was purposely not a step-by-step guide to what visitors would see, partly because the intention was to keep an element of surprise, and therefore did not say that visitors would tour the actual sets.

The Advertising Standards Authority (ASA) acknowledged there was a “fantastical element” to the ad, “but we considered consumers would understand from the ad that the attraction was an immersive experience which incorporated the various experiences depicted”.

It ruled that the ad must not appear again in its current form.

An ITV spokeswoman said: “The advertisement for the Emmerdale Studio Experience went through the usual clearance processes for television commercials and was approved for transmission by Clearcast. We acknowledge the findings of the Advertising Standards Authority council with regard to this commercial.”