Sports label Reebok has pulled an advert featuring 50 Cent following complaints that it glamorised gun crime. The Advertising Standards Agency is investigating more than fifty complaints over a reference to him having been shot nine times, including one from Lucy Cope, whose son Damian was shot outside a Holborn nightclub in 2002. Cope, who founded Campaign group Mothers Against Guns, said: "It is disgusting. My son died of one bullet - 50 Cent is very lucky to be shot nine times and survive."
Reebok said: "The Reebok 'I Am What I Am' advertising campaign is intended to be a positive and empowering celebration of this right of freedom of self expression, individuality and authenticity However, when the 50 Cent television advertisement began to air, a small number of the general public found it offensive. Therefore Reebok took the decision to immediately and indefinitely stop broadcasting the 50 Cent spot."
In response to that decision Michelle Forbes, vice-chairman of Mothers Against Guns, said "We are pleased Reebok has shown it is socially responsible - it is the right decision. We have nothing against the campaign but the ads featuring 50 Cent could have been very damaging for children."