FRSB tells Unicef to amend 'misleading' vaccination appeal

Fundraising Standards Board makes its second ruling

The Fundraising Standards Board has ordered development charity Unicef to amend one of its fundraising appeals after an investigation.

Unicef's child immunisation card print appeal in 2008 claimed that an immunisation record card was proof a child was protected against six of the most life-threatening diseases in the developing world. It said "over 3,400 of the world's poorest children die from these diseases every day" and a vaccine could prevent these deaths.

A member of the public complained that the claims were exaggerated and misleading. It was not true that the vaccine would prevent all these deaths or that the card proved the child was protected, the complainant said.

The FRSB's adjudication, published today, ruled that some parts of the text could be misleading and asked Unicef to alter several sections. However, it found that the charity had not intended to mislead and that the average member of the public would not be likely to be misled.

Zoe Willems, an FRSB board member, said: "Our view was that there were parts of the leaflet that could be construed by readers as exaggeration. Unicef has agreed to make the relevant changes and we are satisfied that no further action is necessary."

David Bull, chief executive of Unicef, said in a statement: "We note the FRSB findings and are happy to make the changes to the copy for greater clarity."

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