Charities will now be able to make TV and radio adverts which compare one charity with another under new advertising codes launched by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) yesterday.

The new codes, which will come into force this September, will allow charities to argue that they are more efficient or more effective than other bodies undertaking similar activities.

Other changes which will affect the charity sector include new advertising rules around protecting children which state marketing communications must not exploit children’s susceptibility to charitable appeals and must explain the extent to which their participation will help in any charity-linked promotion.

Also, advertising seeking donations, run by charities or third parties on behalf of charities, have stringent guidelines including specifying exactly what will be gained by the charity or cause.  Cause-related marketing offers, such as on-pack promotions promising contributions to charity must state the basis on which the contribution will be calculated.

Further, advertising seeking donations must not exaggerate the scale or nature of the cause, suggest that anyone will lack proper feeling or fail in a responsibility by not supporting a charity, disrespect the dignity of those on whose behalf an appeal is being made, or addresses fundraising messages to children.