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ChildLine direct mail breached guidelines
By Indira Das-Gupta, Third Sector Online, 13 September 2007
ChildLine has been found guilty of breaching advertising guidelines and causing "undue fear or distress" with a direct mail that was not clearly marked as marketing material.
The pack contained a mock counsellor’s log sheet that included handwritten details of three calls to ChildLine, details of the time and duration of each call and the age of the caller. The front of the envelope stated, in handwritten text: “We called but there was no answer.” ChildLine, which...
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