ASA changes mind over Operation Smile UK advert

Watchdog reverses its decision to ask charity to remove press campaign

The Advertising Standards Authority has reversed a decision to ask Operation Smile UK to stop using a press advert.

The advert shows pictures of a child before and after surgery, and says: "This took just 45 minutes." A complainant said the claim was misleading as it did not take into account healing time after the operation.

The ASA originally wrote to the complainant saying: "We think you have a valid point and we will instruct Operation Smile UK to remove the claim 'This took just 45 minutes.'"

But after speaking to staff at the charity, the ASA told the complainant it was satisfied that the operation could take 45 minutes and would not ask for the advert to be changed.

The letter said the ASA would not take further action.

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