Share

RSPCA ‘Home for Life’ advert passes ASA challenge for the second time

RSPCA ‘Home for Life’ advert passes ASA challenge for the second time
News

RSPCA ‘Home for Life’ advert passes ASA challenge for the second time

Fundraising | Celina Ribeiro | 22 Aug 2012

The Advertising Standards Authority has dismissed two complaints which alleged advertisements for RSPCA’s ‘Home for Life’ service did not make clear the charity sometimes puts animals to sleep.

An MP and member of the public complained about the RSPCA’s press and television adverts requesting legacies for the charity’s ‘Home for Life’, which looks after animals once their owners have passed away. The complaints claimed that the charity had mislead the public by failing to make mention of the fact that it occasionally will euthanise animals entrusted to its care.

But the RSPCA responded in the ASA adjudication report that it had met with similar criticism of its Home for Life adverts in 2007, and that the tenor of the adverts had not changed to make them fall foul of the advertising regulations.

The ASA agreed that the charity’s references to “doing all we can” to ensure pets are re-homed did not mislead the public into believing the organisation would never put a pet down.

A statement from the RSPCA said: “We are glad that this complaint has been dismissed by the ASA. One of the most important reasons that the RSPCA, let alone other animal welfare charities, run schemes and adverts like these is to encourage people to make plans for their animals to be cared for when their owners pass away.

“It is a free service, and our adverts are very clear - we pledge to do our very best to find them a loving new home.”

RSPCA said that in certain circumstances, such as the illness of the pet, animals will be put down but that the charity never shirks from explaining its position.

“Anyone interested in Home for Life by our adverts has to apply for more information, and we are very clear about how the free service works, and how it can help animals and pets during a difficult time in their owners’ lives.”

View the ad in question below.

 





 

Comments

[Cancel] | Reply to:

Close »

Community Standards

The civilsociety.co.uk community and comments board is intended as a platform for informed and civilised debate.

We hope to encourage a broad range of views, however, there are standards that we expect commentators to uphold. We reserve the right to delete or amend any comments that do not adhere to these standards.

We welcome:

  • Robust but respectful debate
  • Strongly held opinions
  • Intelligent relevant discussion
  • The sharing of relevant experiences
  • New participants

We will not publish:

  • Rude, threatening, offensive, obscene or abusive language, or links to such material
  • Links to commercial organisations or spam postings. The comments board is not an advertising platform
  • The posting of contact details for yourself or others
  • Comments intended for malicious purpose or mindless abuse
  • Comments purporting to be from another person or organisation under false pretences
  • Gratuitous criticism, commentary or self-promotion
  • Any material which breaches copyright or privacy laws, or could be considered libellous
  • The use of the comments board for the pursuit or extension of personal disputes

Be aware:

  • Views expressed on the comments board are left at users’ discretion and are in no way views held or supported by Civil Society Media
  • Comments left by others may not be accurate, do not rely on them as fact
  • You may be misunderstood - sarcasm and humour can easily be taken out of context, try to be clear

Please:

  • Enjoy the opportunity to express your opinion and respect the right of others to express theirs
  • Confine your remarks to issues rather than personalities

Together we can keep our community a polite, respectful and intelligent platform for discussion.

Free eNews

Understanding Charities Group launches to improve public trust in the sector

25 Nov 2014

A cross-sector alliance of charities has formally launched the Understanding Charities Group, aimed at...

Alzheimer’s Society income up £12m

24 Nov 2014

The Alzheimer’s Society has seen its income increase by 17 per cent, from £70.8m in 2013 to £82.6m...

RNIB chief executive criticises ‘arrogance’ of MPs who think charities must learn from private sector

21 Nov 2014

Lesley-Anne Alexander, chief executive of RNIB, yesterday said she had a “struggle with the arrogance”...

Understanding Charities Group launches to improve public trust in the sector

25 Nov 2014

A cross-sector alliance of charities has formally launched the Understanding Charities Group, aimed at...

Commission launches consultation on updated guidance for trustees

25 Nov 2014

The Charity Commission has today launched a consultation on updated guidance on the basics of trusteeship...

Marie Curie drops the words 'Cancer Care' from name

25 Nov 2014

Marie Curie has dropped the words ‘Cancer Care’ from its name in the lead-up to a rebrand of the care...

JustGiving launches free guide to raising money using social media

25 Nov 2014

JustGiving and social media consultancy Social Misfits Media have launched a guide to how charities and...

OSCR launches new website

20 Nov 2014

The Office of the Scottish Charity Regulator has launched a new website which includes a new search function.

Data from controversial Samaritans app to be deleted

17 Nov 2014

Samaritans has promised that all data collected by its Twitter monitoring app will be deleted and the...

Join the discussion

Twitter button

@CSFundraising