Child groups blast Ericsson campaign

<p>Ericsson, the world's third largest maker of mobile phones, has </p><p>pulled a controversial ad in Taiwan after drawing harsh criticism from </p><p>an overseas anti-child pornography group. </p><p><BR><BR> </p><p>The full-colour ad had appeared twice in the China Times newspaper. </p><p><BR><BR> </p><p>It featured a young woman wearing a school uniform and holding the new </p><p>Ericsson T20 mobile phone, which displayed text mirroring sex </p><p>adverts. </p><p><BR><BR> </p><p>The ad was placed by Ericsson's advertising agency in Taiwan - Results </p><p>Advertising. </p><p><BR><BR> </p><p>However, according to Ericsson spokeswoman, Felicia Uwa, the company had </p><p>not received any complaints from customers in Taiwan. </p><p><BR><BR> </p><p>She explained the controversy was "based on cultural differences", </p><p>highlighted in this case by a situation which could appeal to the </p><p>Chinese market but had offended foreigners. </p><p><BR><BR> </p><p>"This ad was placed locally and the copy is very Chinese, so foreigners </p><p>can't understand this. Chinese plays a very important role in the ad," </p><p>said Ms Uwa. </p><p><BR><BR> </p><p>"It is just a matter of cultural differences between Asia and the </p><p>West. </p><p><BR><BR> </p><p>There have been no complaints here (in Taiwan). </p><p><BR><BR> </p><p>While Ericsson's Taiwan office played down the incident, its office in </p><p>Sweden reiterated that the ad was placed by the local company without </p><p>its knowledge, and that the ad's tone had not been compatible with </p><p>Ericsson's values. </p><p><BR><BR> </p><p>Ericsson said it would not repeat the controversial advert. </p><p><BR><BR> </p>