Following recent press coverage relating to a proposed commercial for the Motor Neurone Disease Association, Clearcast are happy to clarify the position.

The internet edit of the ad has been considered by the Broadcasters for whom Clearcast pre-vet ads for television transmission. They felt that the level and amount of distressing and disturbing images in the ad went too far for television broadcast, even late at night. The goodness of the cause is not in doubt, any more than the truthfulness of the visuals. The Broadcasters’ concerns related solely to distressing nature of the images shown in what is a long (90 second) ad, with no understanding of what the ad is even for until right at the very end.

Although Clearcast understands that the viewing public is more tolerant of violent, shocking or disturbing images in public service or charity ads than in ads selling products, even “good cause” advertising is capable of causing widespread general offence.