Shabnum Mustapha highlights some of the cases when the Advertising Standards Agency had to rule against charity adverts

We can all think of a memorable fundraising charity ad on TV, the cinema, online or something we’ve got in the post. There have been emotive ones, creative ones, and challenging ones that grab our attention and encourage us to donate.

Charities have a vital role to play in raising awareness of a cause, providing services, support or training to specific groups and campaigning. And fundraising makes all this work happen.

Most charities do a great job at making sure their fundraising ads are responsible, but there are a few that have caused concern through misleading information or by causing harm or widespread offence which we have had to ban.

Ads with extremely graphic imagery may cause harm or widespread offence despite the worthiness of the cause

Shabnum Mustapha

The Advertising Standards Authority is the UK’s independent advertising regulator with a remit to make sure every ad is legal, decent, honest and truthful. We regulate ads across media including TV, radio, posters, newspapers, leaflets and direct mail. We also regulate ads online including charities own websites and social media spaces like Twitter and Facebook.

The Committees of Advertising Practice (CAP) – the body that writes the UK Advertising Codes – has produced a simple guide to help charities make sure you continue to produce responsible ads.

For example, ads with extremely graphic imagery may cause harm or widespread offence despite the worthiness of the cause. Traditionally we’ve given charity ads more leeway to use powerful or potentially upsetting images, but nonetheless there is a limit and we expect charity advertisers to follow the rules.

We upheld a complaint about a Crimestoppers poster ad campaign which stated the words "BREAK YOUR SILENCE Don't let drugs and violence rip the heart out of your community" and included an image of bloodied hands holding a heart. We considered that some individuals, particularly children, who would not necessarily understand the rationale behind the image, might find the bloody image upsetting because of its graphic nature.

We have strict rules on advertising to children. For example, fundraising charity ads featuring children or that are likely to be seen or appeal particularly to them must not contain anything likely to result in their physical, mental or moral harm. Particular care must be given to ensure charity ads do not exploit children’s susceptibility to charitable appeals and must not encourage children to buy a product that promotes charitable purposes, or exhort them to persuade an adult to buy it on their behalf.

It’s also important that potential donors aren’t misled about where their money is going. We banned a Voluntary Services Overseas (VSO) TV ad that implied that all VSO volunteers worked in healthcare, which wasn’t the case, and that donations from the appeal would be directed specifically to helping unwell babies in West Africa. The fact you don’t intend to mislead is no defence: what matters is what the audience is likely to understand.

We want to see charities continue to produce responsible ads. The vast majority already do, but if you’re unsure of the advertising rules or want a refresher, there’s more information in the CAP guide.

Shabnum Mustapha is Scottish affairs lead at the Advertising Standars Authority