Censure over Cowell's 'exploding tortoise'

Pop Idol judge Simon Cowell is today at the centre of an official reprimand after dozens of viewers complained that an advert for the talent show

In an ITV trailer, Cowell, Pop Idol’s Mr Nasty, was seen blowing up a puppet tortoise that appeared to be singing badly.

The ITC has upheld complaints from 34 viewers about the advert for the second series of Pop Idol.

Viewers said the trailer could encourage copycat incidents and was shown too early in the day.

One trailer was broadcast after a programme called The Ark, a series for pre-school children featuring singing animal puppets.

ITV broadcaster Channel TV said it did not feel the trailer would encourage cruelty to animals as the tortoise was clearly an animated puppet and the clip
was comical.

The ITC accepted that viewers would not copy the blowing up of the tortoise, but upheld complaints it was shown too early.

The ITC said: “The scheduling of the promotion was inappropriate since it was at a time when very young viewers, who would not understand the ‘joke’,
would be viewing.

“Pre-school children often have a very real relationship with puppets and it was clear to the ITC that about a third of the complainants had three- to fouryearolds watching, who were confused and upset by the images.”

The ITC ruled that the trailer was in breach of rules on the scheduling of promotions.