The marketing campaign for the film Shifty, which involved the facility to email a friend with an official looking email regarding use of narcotics, has been ruled "irresponsible" by the Advertising Standards Authority. The complaints were upheld and Metrodome have since removed the "Stitch up a friend" functionality from the website.
The online space may be more flexible and attract more controversial campaigns, but there is still a fine line to tread when you're pushing boundaries.
Read more on BBC News:
http://news.bbc.co.uk/1/hi/entertainment/8035314.stm
ASA Ruling:
http://www.asa.org.uk/asa/adjudications/Public/TF_ADJ_46218.htm
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