Comparative charity advertising proposed

Regulators may lift prohibition for TV and radio adverts

Charities should be free to broadcast TV and radio adverts showing how they compare with other third sector organisations, advertising regulatory bodies have proposed.

The Committee of Advertising Practice and the Broadcast Committee of Advertising Practice, which oversee and enforce the advertising code, have put proposed changes to the existing framework out to consultation. It asks respondents to comment on the rules governing what advertisers can and cannot say.

Among other proposals, the regulators recommend "that the charity sector should be able to air ads that compare one charity with another on TV and radio", which is currently prohibited.

"On balance, we consider the benefits of lifting the prohibition, for consumers and charities that are comparatively more efficient or otherwise more effective than other bodies undertaking similar activities, outweigh any benefit of maintaining the present rule," the proposals say.

The consultation closes on 19 June.

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