Charities Index
13.1 Misrepresentation
13.2 Acceptable Advertisers
13.3 Emotional or Exaggerated Appeals
13.4 Comparisons
13.5 Distressing Issues and Images
13.6 Children
13.7 Use of Children
13.8 Animal Suffering
13.9 References to Charities in General Advertising
The Rules governing Charities advertising are to be found in rule 11.3 of the Code. Reference should also be made to rule 10 (Religious advertising) and section 4 (Political and Controversial Issues).
The following Notes highlight some of the more important provisions of the Code.
13.1 Misrepresentation
The general rules regarding misleading advertising apply. Advertising by charities should not misrepresent the charitable body, its activities or the use to which donations will be put. (Code rule 11.3.1).
13.2 Acceptable Advertisers
Only those bodies recognised by the appropriate UK authorities as having charitable status may advertise. For bodies based outside the UK, Clearcast will seek confirmation that they comply with all relevant legislation in that country. (Code rule 11.3.2).
13.3 Emotional or Exaggerated Appeals
Advertising should not unjustifiably exploit the conscience of the viewer by suggesting that they might be unsympathetic, heartless or failing in their duties by not supporting a charity.
Advertising must not exaggerate the nature or scale of a crisis, disaster or social problem. For example the use of phrases such as “Emergency appeal” or “Urgent appeal” should only be used where the situation merits it.
13.4 Comparisons
Comparisons with other charities, non-charitable voluntary bodies or government aid agencies are not permitted.
13.5 Distressing Issues and Images
While viewers are likely to be more tolerant of distressing images when used in charity advertising, care must still be exercised particularly in relation to the young (See Children below). More distressing images of disasters and crisis will attract a timing restriction as to when they can be broadcast.
The advertising must respect the dignity of those on whose behalf the appeal is being made.
13.6 Children
No appeal may be addressed to children or be of particular interest to them. (See also Animals below). Cartoon or similar treatments likely to appeal to the young will attract an appropriate timing restriction.
13.7 Use of Children
Children may be featured in advertising if they are the beneficiaries of the charity. However, shocking or distressing images of children should not be used inappropriately and without justification. Where such images are allowable an appropriate timing restriction on broadcast will be applied.
Issues such as cruelty and abuse of children must be handled with utmost care and sensitivity as they are potentially very upsetting not only to children but also viewers in general.
Early consultation with Clearcast is strongly advised where issues of this nature are to be advertised.
13.8 Animal Suffering
Viewers, especially the young, will find images of animal suffering very distressing. There must be no suggestion the animals have been deliberately harmed for the purposes of making the advertisement. Advertisements featuring animal abuse must be careful not to encourage emulation of the cruel or abusive acts.
Where distressing images are used appropriate timing restrictions on broadcast will be applied.
13.9 References to Charities in General Advertising
Rule 11.3.6 of the Code applies here.
General advertisers may offer to support the needs or objects of charities acceptable under the Code and only with the charity’s permission. The benefit to the charity must not be exaggerated.
Where donations are to be made, the benefiting charity must be identified and the basis of the calculation of the donation must be clearly stated. Offers to donate money must not be dependent on sales reaching a certain level or any similar conditions.
Medical products may not advertise that they will donate money to charity.