UK Advertising Regulator Bans Wahed Invest Ads Featuring Burning Banknotes

The Advertising Standards Authority ruled the ads, displayed on London transport, were likely to cause serious offence due to their depiction of flaming US dollars and euros.

• The Advertising Standards Authority (ASA) banned six Wahed Invest advertisements shown on Transport for London (TfL) services in September and October 2024, citing their potential to cause serious offence.
• The ads featured images of US dollar and euro banknotes in flames, alongside slogans such as 'Join the Money Revolution' and 'Withdraw from Exploitation,' aiming to highlight inflation's impact on savings.
• Critics argued the burning banknotes, which included visible references to the United States and the eurozone, could be seen as disrespecting symbols of national identity, especially by tourists and international viewers.
• Wahed Invest, an Islamic investment platform backed by Saudi Aramco, defended the imagery as a metaphor for inflation's erosion of purchasing power and aligned with its mission to promote ethical, interest-free financial practices.
• Transport for London initially approved the ads but paused the campaign after receiving complaints; it has stated it will incorporate the ASA's findings into future advertising reviews.

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