Motor Neurone Disease Association June 2009
Press Release
June 23rd 2009
Following recent press coverage relating to a proposed ad 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.
Notes to editors
Clearcast is the company responsible for the pre-transmission examination and clearance of television advertisements. As part of their licensing agreements with Ofcom, broadcasters are required to clear advertising before it is broadcast and advertisements transmitted on UK terrestrial and satellite channels should be submitted to Clearcast for approval. Clearcast is owned and funded by seven commercial broadcasters all of whom are represented on Clearcast’s board. Other broadcasters using Clearcast for clearance pay individually for Clearcast’s services.
For further information please contact:
Eleanor Bonnet
020 7339 4711