Charity, education and Third sector - ASA

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memorable but also provocative ad campaigns. Whether it’s a public awareness ad encouraging us to put our seat-belt on or to stop smoking, or a charity ad depicting scenes of famine, war and human suffering in order to appeal for donations, ads in this sector can be hard-hitting, thought provoking and sometimes make us feel uncomfortable, upset and, occasionally, even offended.</p> The use of ‘shock tactics’ is nothing new and it can be a highly effective way of getting a message across. Perhaps because of the important and serious nature of the work they do and the issues they’re trying to raise awareness of, we, the ASA, and the general public tend to give more leeway to ads from the third sector to use this approach. But like all advertisers, they still have to stick to the rules. For example, their ads should be prepared in a socially responsible way, be targeted sensitively and, in particular, avoid being likely to harm children.<br /> <br /> While we accept that advertisers drawing attention to distressing issues in this sector may feel that a degree of shock is warranted to get their message across; our rules say ads should contain nothing that is likely to cause serious or widespread offence, cause fear or distress without good reason, or use shocking claims or images merely to attract attention.<br /> <br /> Advertisers can carefully target their ads to help minimise the possibility of an ad that uses shock-tactics being considered inappropriate. Particularly graphic or distressing third sector ads could be considered unsuitable for posters and billboards that may be seen by children; but if scheduled correctly on TV or radio or placed on internet sites or in magazines aimed at adults, ads like this may be less likely to be a problem under the rules.<br /> <br /> The rules don’t just apply to hard hitting imagery though - third sector advertisers need to be able to hold evidence for any claims they make in their ads and they must ensure they don’t mislead consumers. This includes making clear precisely where donations will end up.  </div> <a class="show-more-less-button"><span class="more-label">+ Read more</span> <span class="less-label">- Show less</span></a> </div> </div> <div class="col-md-4">  <div class="share-page-widget"> <p class="share-page-widget-item-holder"> <a href="#" class="favourites-button element-with-icon" data-action = "add" data-target-id = "BA8BCF4F-082F-4CBA-9AC607BF200B073D" data-target-type = "topic" > <span class="font-icon font-icon-Artboard-Copy-295"></span> <strong>Add to my favourites</strong> </a> </p> </div> </div> </div> </div> </div>   <div class="horizontal-listing-area"> <div class="container"> <ul class="horizontal-listing"> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Politics_and_public_services.html" >Politics and public services</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Privacy_and_popular_culture.html" >Privacy and popular culture</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Gender_sex_and_relationships.html" >Gender, sex and relationships</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Claims_endorsements_and_testimonials.html" >Claims, endorsements and testimonials</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Beliefs_and_cultural_identity.html" >Beliefs and cultural identity</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Safety_and_security.html" >Safety and security</a> </li> <li class="horizontal-listing-item is-active"> <a href="https://www.asa.org.uk/topic/Charity_education_and_third_sector.html" >Charity, education and Third sector</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Children_and_the_vulnerable.html" >Children and the vulnerable</a> </li> </ul> </div> </div>   <div class="breadcrumb"> <div class="container"> <ul class="breadcrumb-list"> <li class="breadcrumb-list-item"> <a href="https://www.asa.org.uk/">Home</a> </li> <li class="breadcrumb-list-item"> <a href="https://www.asa.org.uk/issues-and-topics.html">Issues and topics</a> </li> <li class="breadcrumb-list-item"> Charity, education and Third sector </li> </ul> </div> </div>   <div class="contents"> <div class="main-content"> <div class="container"> <div class="row"> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Latest news</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/don-t-cross-a-line-that-could-damage-your-campaign.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/don-t-cross-a-line-that-could-damage-your-campaign.html">Don鈥檛 cross a line that could damage your campaign</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">21 November 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/take-your-social-responsibilities-seriously.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/take-your-social-responsibilities-seriously.html">Take your social responsibilities seriously!</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">22 August 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/evidently-evidence-is-everything-six-tips-on-sound-substantiation.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/evidently-evidence-is-everything-six-tips-on-sound-substantiation.html">Evidently, evidence is everything! Six tips on sound substantiation</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">08 August 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/make-the-grade-with-your-back-to-school-campaigns.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/make-the-grade-with-your-back-to-school-campaigns.html">Make the grade with your back-to-school campaigns</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">10 August 2023</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/celebrating-the-un-s-international-day-of-persons-with-disabilities.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/celebrating-the-un-s-international-day-of-persons-with-disabilities.html">Celebrating the UN鈥檚 International Day of Persons with Disabilities</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">08 December 2022</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/mental-health-in-ads.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/mental-health-in-ads.html">Mental Health in Ads</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">20 October 2022</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/advice-and-resources/news.html?topic=BA8BCF4F-082F-4CBA-9AC607BF200B073D" class="show-more-link">View all news</a> </div> </div>  </div> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Latest rulings</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/the-blac-awards--uk--c-i-c-a24-1246302-the-blac-awards--uk--c-i-c.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/the-blac-awards--uk--c-i-c-a24-1246302-the-blac-awards--uk--c-i-c.html" target="_blank">The BLAC Awards (UK) C.I.C t/a The BLAC Awards</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">Social media (own site)</span> </li> <li class="meta-listing-item"> <span class="caption">02 October 2024</span> </li> </ul> <p>Four Facebook posts on The BLAC Awards page, and a website for The BLAC Awards misleadingly implied that they had an official partnership with the Royal Air Force. </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-check icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/fl19-cic-g24-1243223-fl19-cic.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/fl19-cic-g24-1243223-fl19-cic.html" target="_blank">FL19 CIC t/a Frontline 19</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Not upheld</span> </li> <li class="meta-listing-item"> <span class="caption">Cinema</span> </li> <li class="meta-listing-item"> <span class="caption">17 July 2024</span> </li> </ul> <p>A cinema ad for a non-profit support service wasn't irresponsible and did not cause unjustifiable distress. </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-check icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/alzheimer-s-society.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/alzheimer-s-society.html" target="_blank">Alzheimer's Society</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Not Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">05 June 2024</span> </li> </ul> <p>Three TV ads and a radio ad for a charity were not irresponsible, did not cause serious or widespread offence, and did not cause unjustifiable distress. </p> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/codes-and-rulings/rulings.html?date_period=past_year&topic=BA8BCF4F-082F-4CBA-9AC607BF200B073D" class="show-more-link">View all rulings</a> </div> </div>  </div> </div> </div>  </div>  </div>   <div class="cap-area general-container"> <div class="container"> <div class="cap-area-header"> <img src="../../../assets/img/logos/logo-cap.png" alt="logo-cap" class="cap-area-header-image" /> <h1 class="font-color-grey">Help getting it right</h1> </div> <div class="row"> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Popular advice</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/advice-online/promotional-marketing-charity-linked-promotions.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/advice-online/promotional-marketing-charity-linked-promotions.html">Promotional marketing: Charity-linked promotions</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">AdviceOnline</span> </li> </ul> </div> </li> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/advice-online/universities-comparative-claims.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/advice-online/universities-comparative-claims.html">Comparisons: Universities</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">AdviceOnline</span> </li> </ul> </div> </li> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/advice-online/remit-cause-or-idea-marketing.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/advice-online/remit-cause-or-idea-marketing.html">Remit: Cause or idea marketing</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">AdviceOnline</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/advice-and-resources/resource-library/resource-search-results.html?topic=BA8BCF4F-082F-4CBA-9AC607BF200B073D" class="show-more-link">View all articles</a> </div> </div>  </div> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Relevant codes</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/type/broadcast/code_section/16.html" class="font-icon font-icon-Open-book-2 icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/type/broadcast/code_section/16.html">16 Charities</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Broadcast</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/type/broadcast/code_section/02.html" class="font-icon font-icon-Open-book-2 icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/type/broadcast/code_section/02.html">02 Recognition of advertising</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Broadcast</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/search.html?type=broadcastcode,code&topic=BA8BCF4F-082F-4CBA-9AC607BF200B073D" class="show-more-link">View all</a> </div> </div>  </div> </div> </div> </div>  </div>  </div> <div id="message-login-popup" class="white-popup mfp-hide"> <div class='magnific-popup mfp-video-popup'> <div class='white-popup-content'> <header> <button type='button' class='remove-link mfp-close'>Close ×</button> <h3>Please login!</h3> </header> <section class='body'> <p class="message"></p> <div class="u-aligned-center"> <a class="btn mod-white-btn mod-rounded" href="https://www.asa.org.uk/account/register.html" style="margin-right: 10px">Register</a> <a class="btn 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