NSPCC ad is ruled 'unlikely to harm'

Helen Barrett

The Advertising Standards Authority has rejected complaints about an NSPCC television advert because it believes it was unlikely to have caused distress or harm to young viewers.

Eighteen people complained to the advertising watchdog about an advert that showed a sinister man entering a child's bedroom before a parade of fun runners in fancy dress come between him and the child. A voiceover then said: "However you choose to give, together we will make child abuse stop."

Some complainants said it was inappropriate for daytime viewing, while others reported that children had been frightened and disturbed. Some felt the advert could lead to children being concerned about innocent adult behaviour.

The ASA said that children's sensitivities to disturbing facts of life vary and the advert was unlikely to cause distress.

John Grounds, director of communications at the NSPCC, said: "It is important that we challenge attitudes and opinions to abuse."

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