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Ban on charity comparisons in advertising may be lifted

Fundraising | Gareth Jones | 1 Apr 2009

Charities will be able to compare themselves and their performance with other charities and government aid agencies under proposed changes to broadcast advertising rules.

In a consultation document, the Broadcast Committee of Advertising Practice (BCAP) argues that there is no need for an outright ban on such comparisons as the advertising code already includes extensive rules to prevent misleading claims and unfair comparisons.

As a result charities will be able to argue that they are more efficient or more effective than other bodies undertaking similar activities.

BCAP also proposes to lift the ban on charity adverts being shown adjacent to appeals or community service announcements transmitted in normal programme time, as other rules ensure both that advertisements are clearly distinct from editorial and that they do not exploit vulnerable viewers.

Religious charities

The consultation includes the proposal to allow faith advertisements to appeal for funds for charitable purposes that include or will be accompanied by recruitment or evangelism, as long as these additional activities are made clear.

Previously such advertisers had to demonstrate that funds would not be used for the purpose of proselytising.

Another area covered is that of commercial advertisers promising to donate money to charity; they will have to identify the charity that will benefit and explain the basis on which the amount to be donated will be calculated, “for example ‘£1 per sale’ or ‘10 per cent of the purchase price’”.

If several organisations will benefit, a generic identification may be given but the advertisement should make clear where the audience can obtain a list of those charities.

There is also promising news for family planning clinics, which may now be allowed to advertise as long as they can demonstrate suitable credentials.

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