The Advertising Standards Board has dismissed 20 complaints about the British Heart Foundation’s ‘hard and fast’ TV commercial, finding that the technique promoted is safe.  

The BHF aired television commercials in January featuring hard man thespian Vinnie Jones. Jones told viewers that when confronted with an unconscious person, they should do ‘hands-only’ CPR to the tune of ‘Staying Alive’, by the Bee Gees.

The ASA received multiple complaints about the advert, alleging that the ad could cause harm to CPR recipients because it encouraged unsafe CPR techniques.

But the BHF produced supporting evidence from multiple organisations which showed that, for people untrained in CPR (at whom the ad was targeted) hands-only CPR is a far better option than no CPR. The charity also cited 15 reported cases of people using the techniques taught in the ad in emergency situations with a positive result.

In not upholding the complaints, the ASA said the advert showed the correct technique for hands-only CPR and did not discourage those trained in resuscitation CPR to ignore their training. 

Nick Radmore, head of social marketing at the BHF, said: "The ASA’s ruling reflects the popularity of our advert and the life-saving impact it’s having.

“Our advert is about giving people the confidence to step in and help because we know bystanders are more likely to carry out CPR if they don’t have to worry about mouth-to-mouth resuscitation."