The Advertising Code Committee has received “numerous” complaints regarding billboards showing digital posters with photos of people kidnapped by Hamas. The signs were installed along twenty highways during the week at the initiative of the Israel Information and Documentation Center (CIDI). It collaborates with other Jewish organizations.

The committee cannot say exactly how many complaints it received. No announcements were made about the content either. The aim of the action was to “draw the attention of passers-by to the kidnapping” and make them aware of “the need for Israel’s operation in Gaza”, CIDI previously said.

Because many of the complaints were similar, three “exemplary” complaints would be referred to the committee, a spokesman said. “There is a high degree of freedom of expression, but advertising expression must be tested against the advertising code and also violate the rules of taste and decency.”

The committee’s decision may result in providing non-binding recommendations to advertisers to adjust advertising messages. If the advertiser does not do this, the committee will send its recommendations to the media.

CIDI stated in its initial response that it was “acting in good faith” in this campaign. “We are reporting the fact that people are being kidnapped. This may be uncomfortable for some people, but the fact remains,” said Naomi Mestrum, director of CIDI. Apart from billboards, the organization also highlighted the plight of the hostages by placing advertisements in De Telegraaf.

The Advertising Code Committee could not yet say whether any complaints had been received regarding the campaign drawing attention to the plight of Palestinian children on billboards. The campaign kicked off last Saturday and includes billboards with digital posters along the A4, A58 and A16 motorways. Proponents say that campaigns with posters at bus stops in big cities may follow later.