It is perhaps inevitable that they prompt their fair share of complaints, and divide opinions.
Some feel this approach is justifiable in order to raise awareness of important and serious issues. We have a challenging task (asa) of judging where the line should be drawn.
or charity public service ads have to stick to the same rules as other advertises
require:-
not misleading
harmful
offences
traditionally we've given charities and public service adds more scope to use powerful potential of upsetting images - there is a limit
- Marketing communications must not contain anything that is likely to cause serious orwidespread offence.
- Marketing communications must not cause fear or distress without justifiable reason; if it can
- be justified, the fear or distress should not be excessive. Marketers must not use a shocking
- claim or image merely to attract attention.
- Marketing communications addressed to, targeted directly at or featuring children must
- contain nothing that is likely to result in their physical, mental or moral harm
in relation to harm and offence - 252 complaints on charity and public sector ads in 2012
302 complaints about 164 ads in 2011
1883 complaints about 202 in 2010
expressed anxieties of charity ads from participants from research study into the public's views on harm and offence:
- often can make people feel guilty or uncomfortable in a way they considered inappropriate.
- are particularly problematic if encountered unexpectedly or graphic scenes are repeated excessively
children:
- they found the content upsetting and distressing
- they felt upset because they were helpless to make a difference to the situation portrayed
- they upset their younger siblings
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