Barnardo's ad ok 'because it's for charity' 3

Finance | Gareth Jones | 10 Dec 2008

The Advertising Standards Authority has rejected the 477 complaints against the controversial new Barnardo's advert, arguing that charities are entitled to more leeway than other organisations when employing shocking imagery.

It stressed that the advert, which shows a girl being repeatedly beaten by her father, was suitable as it was shown after the 9pm watershed, and that despite the distress the advert caused to victims of abuse, the "aim of the ads justified the use of such strong imagery".

"Although the scenes of violence might be unacceptable in other advertising we noted that the TV Code contained provision for charity ads to contain scenes that might otherwise be unacceptable to viewers," explained the ASA in its adjudication.

'Serious issue justifies approach'

"Whilst we do not consider that advertisers are entitled to use any kind of shocking imagery provided it has a charitable aim, we concluded that the need to illustrate such a serious issue in a shocking way would be seen by most viewers of these ads as justifying the approach Barnardo's used."

In its submission, Barnardo's argued that it had avoided scheduling the ads in programmes, even after 9pm, where children might be watching in large numbers, such as the X Factor Results Show.

After the ruling, Diana Tickell, Barnardo’s UK director of communications, said the charity was delighted.

She added: “We hoped that viewers would be able to look beyond the challenging story and realise that this is a very real issue and that the shocking fact is that for some children the story will keep repeating itself until someone stops it.”

Who's Who: Gareth Jones

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Emil
10 Dec 2008

The advert is a reality check because the advert demonstrates what happens in young people's lives, yes the NSPCC might have done a similar advert before but it doesn't matter because the abuse would never stop and the advert shows how terrible their lives would become and people need to know how terrible it is!

[Reply]

Emily Brett
10 Dec 2008

And it's not just because it's a charity, it's because it actually relates to people's lives!

[Reply]

T White
sec
AFFECT
10 Dec 2008

I absolutely hate this advert and find it very distressing. While it gets across a much-needed message, it reminds me every time of the awful life I once lived with my children.

[Reply]

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