Independent review leads to ban for Brooke advert

Advertising Standards Authority's decision overturned

The Advertising Standards Authority has banned an advert for the Brooke Hospital for Animals after an independent review decided its previous decision to allow the advert to continue should be overturned.

The ASA ruled in February that the advert was not misleading. It featured an image of a donkey and a child, and said: "A donkey in pain. A child in poverty. Now there's one charity that can help them both."

The complainant had argued that it implied that the Brooke Hospital for Animals was the only charity that both treated animals and supported their owners. She named several other charities she believed operated in that way.

When the complaint was not upheld, the complainant sought an independent review, which ruled that the advert breached the ASA's code and should be banned.

The ASA ruled the claim "now there's one charity that can help them both" implied the Brooke was a new charity and that it was the first such charity to help both people and animals. It said this was not the case because Brooke had been set up in 1934 and there were other charities that helped both people and animals.

A spokeswoman for the Brooke Hospital for Animals said the campaign was launched after extensive research with a wide range of charity supporters.

"The Brooke is disappointed by the ASA adjudication, but we are determined to continue to highlight the suffering of working animals in the most effective ways we can," she said.

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