Brooke's donkey ad ruled acceptable

The Advertising Standards Authority has rejected complaints that a television advertisement by a donkey hospital was upsetting for children after it concluded that the ad did not contain graphic images.

The advert from the Brooke Hospital for Animals, a UK charity for the welfare of horses, donkeys and mules overseas, featured a donkey carrying a heavy load of bricks on its back, followed by an image of a donkey that had collapsed.

The voiceover said: “Some donkeys don’t have a friend to save them. Sometimes when they fall, they never get up.”

Four complainants said the ad was inappropriate for broadcast during the daytime because it could upset and distress children.

The ASA ruled that, although the advert could be upsetting, it did not feature graphic scenes of mistreatment and conveyed a positive message about the work of the charity. It concluded that no further action was necessary.

Brooke Hospital for Animals said it would not be showing the advert during those hours again because it did not attract sufficient donations.

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