ASA rejects complaint over Smile Train UK adverts

Watchdog says an advert by the cleft surgery charity was not misleading, following a complaint

The Smile Train
The Smile Train
The Advertising Standards Authority has rejected complaints that an advert from the charity Smile Train UK was misleading.

The charity, which provides cleft surgery for children in the developing world, ran an advert in the national press that had pictures of children from developing countries. The advert said: "Pick one. Just one. Save their life for £150. You'll end up smiling too."

Small print at the bottom of the advert gave information about how a healthy diet during pregnancy can help prevent birth defects.

One complainant challenged whether the statements were misleading, asking whether it implied that the statement "save their life" implied clefts were a life-threatening condition. The complainant also challenged whether the claim that a healthy diet could help prevent clefts could be substantiated.

The report from the ASA, published today, said it was satisfied that the claims were not misleading after considering evidence from the charity, and rejected the complaint.

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