News

TIME Letter to the Editor

09/22/2016

September 22, 2016
 
Editor
TIME
225 Liberty St.
New York, NY 10281                                                                                                            via:  email
 
RE:  Letter to the Editor
 
Dear Editor,
 
We are writing to express our disappointment that TIME would agree to be featured in and publish an ad which is contrary to federal regulations and best safety practices for responding to fires involving explosives.
 
An ad for Texture, appearing on page 27 of the September 5, 2016 issue, portrays a commercial motor vehicle loaded with fireworks on fire with a driver and a firefighter attempting to get the attention of a second firefighter who is holding a tablet and screening news stories. The TIME logo is featured.
 
The transportation of fireworks and other explosives is closely regulated by the U.S. Department of Transportation. The truck is not properly placarded for the cargo. No firefighter would be on scene without both gloves, a basic part of their protective equipment. Neither the firefighters nor the professional driver would be trained to stand in such close proximity to the fire. In fact, explosive fires should never be fought. Once fire has reached the cargo, as it clearly has in the ad, appropriate emergency response would be to evacuate the area and allow the truck to burn.
 
It may be that ads do not receive the same scrutiny that other content copy does. As associations committed to advancing the safety practices of the explosives industry and the firefighter community, we ask TIME to be more vigilant to ensure that irresponsible practices that portray risk to first responders and the public are not used as a marketing tool.
 
Respectfully submitted,