Is­rael blasted over ‘truth’ of scroll ad

The Jewish Chronicle - - NEWS - BY CANDICE KRIEGER

THE IS­RAELI GOV­ERN­MENT Tourist Of­fice was this week forced to change its ThinkIsrael ad­vert fol­low­ing a rul­ing from the Ad­ver­tis­ing Stan­dards Author­ity that it was mis­lead­ing and breached its code of con­duct.

The mag­a­zine ad­vert pro­mot­ing Is­rael dis­played images of well-known land­marks, in­clud­ing Qum­ran, the site where the Dead Sea Scrolls were found, with text stat­ing: “You can travel the en­tire length of Is­rael in six hours.”

The ASA said that the im­age, to­gether with the text, im­plied that Qum­ran was in Is­rael. Since Qum­ran is in the West Bank, it there­fore con­sid­ered the ad­vert was mis­lead­ing. Ex­press- ing con­cern that IGTO did not re­spond to its ini­tial en­quiries, the ASA said the ad­vert was in breach of two reg­u­la­tions of the ad­ver­tis­ing code non­re­sponse, and truth­ful­ness. It told IGTO the ad­vert should be with­drawn.

Janet Green, who saw the ad­vert in the Ra­dio Times, said: “I thought, ‘I am sure Qum­ran is not in Is­rael. Why are they claim­ing it is?’ I checked and then I made my of­fi­cial com­plaint. I was very pleased to see that they have agreed with me.”

IGTO has now amended the ad­vert, re­plac­ing the Qum­ran im­age with one of the desert fortress, Masada. Di­rec­tor Uzi Gafni said: “We did not say Qum­ran was in Is­rael so did not think about the im­pli­ca­tions.”

PHOTO: AP

A frag­ment of Dead Sea Scrolls found at Qum­ran

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