Brooke ad 'did not mislead'

ASA rejects complaint about animal charity's campaign

The Advertising Standards Authority has ruled that an advert for the Brooke Hospital for Animals did not falsely imply it was the only charity that both treated animals and helped their owners.

A single complainant objected to the national press insert, which featured a picture of a donkey and a child. It read: "A donkey in pain. A child in poverty. Now there's one charity that can help them both".

The advert also talked about the Brooke's "unique approach" of providing veterinary care for working animals and education programmes for their owners. It said: "You don't have to choose to help one or the other - every working animal you help also benefits five people".

The complainant said many other charities, such as Vétérinaires Sans Frontières, the Society for the Protection of Animals Abroad, the Donkey Sanctuary and the World Society for the Protection of Animals also treated animals and supported their owners.

But the advertising watchdog accepted the Brooke's submission that it was uniquely placed to help both working animals and their owners because this was the sole focus of its extensive work.

The ASA's ruling reads: "We considered that readers would understand from the descriptions in the ad that the Brooke approach was unique and would not infer that they were the only charity to help both people and animals at the same time."

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