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Whose Cave is it Anyway?

Qumran Cave. Misleading reader? Photo: Ofir Omer
Qumran Cave. Misleading reader? Photo: Ofir Omer

Why are British upset with Israeli Tourism Ministry?

British Advertising Standards Authority criticizes Israel for ad featuring a photo of Qumran Caves saying it misleads reader into thinking site is located within Green Line

Danny Sadeh
Published: 04.14.08, 11:17 / Israel Travel

The British Advertising Standards Authority (ASA) has criticized the Israeli Tourism Ministry for an advertisement featuring a photo of the Qumran Caves.


The ASA is an independent organization founded by advertisers "in order to keep advertising truthful."


Behind the Scenes
Putting Israel on the map  / Ivy Lerer
It's not easy taking a country which appears on the news worldwide in negative contexts and turning it into an attractive tourist destination, but this is exactly what the Israeli Tourism Ministry is attempting to do. Here is a peek behind the scenes of the campaigns marketing Israel across the world
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The authority approached the Tourism Ministry bureau in the UK asking to remove an advertisement featuring a photo of Qumran Caves under the heading: "It takes six hours to cross Israel. Imagine what you can experience in seven days."


The reason, as stated by the ASA: The advertisement misleads the reader into thinking that Qumran Caves are located within the Green Line, while they are actually located in the Palestinian territories.


A senior tourism official said Sunday that the ASA continues to demonstrate its anti-Israeli approach displayed in Britain over the past few months.


According to him, "Representatives of the Palestinian Tourism Ministry feature a map of Palestine which shows all of Israel's regions, including Ben-Gurion Airport, as Palestine's major airport, but the British never complained about that."


The Tourism Ministry said in response that following the request, the photo of the Qumran Caves has been replaced with a photo of Masada until further clarification.


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