Advertising Standards Authority rejects complaints against Barnardo's outreach advert

Advertising watchdog says campaign was not misleading

The Advertising Standards Authority has ruled that a television advert for Barnardo's, in which a teenage girl said she had been helped by the charity after running away from home, was not misleading.

In the advert, the girl told of how she took drugs and was sexually exploited. "Then some people found me," she said in the advert. "They were from Barnardo's."

A viewer claimed the advert might mislead people by suggesting that the charity acted as a child protection agency at the initial intervention stage in cases of child abuse.

The charity's response said the claim referred to its voluntary outreach work and did not present it as a statutory child protection agency.

It said this work included night-time visits to parks, temporary accommodation and unsupported houses, in which vulnerable children and young people were found.

In its adjudication, the ASA said no further action was necessary.

It said the story shown in the advert was representative of the charity's work and did not suggest the charity was acting as a child protection agency in the place of social workers or police officers.

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