Advertising Standards Authority rejects complaints about WWF-UK's polar bear advert

Watchdog dismisses challenges to advert's science and rules it was not misleading

WWF UK Adopt a Polar Bear campaign
WWF UK Adopt a Polar Bear campaign

The Advertising Standards Authority has rejected complaints that a TV advert for conservation charity WWF-UK asking people to adopt a polar bear was misleading.

The watchdog received complaints from 10 viewers about the advert, which urged viewers to "adopt a polar bear today, because we don't want to say goodbye to them forever".

Complaints centred on four areas, including challenges to whether the Arctic ice was shrinking, as the advert stated, and that it presented opinions on climate change as fact.

In a ruling published today, the ASA dismissed all the complaints and concluded that the advert was not misleading.

David Norman, director of campaigns at WWF-UK, said: "Obviously, we are pleased that the ASA council has adjudicated that our advertisement did not in any way breach ASA guidelines.

"All four challenges to our science were rejected after thorough scrutiny, and our content was rightly found to be accurate."

Andy Ricketts recommends

Advertising Standards Authority

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