NSPCC Advertising Standards Authority

NSPCC direct mail DVD case ad which claimed a child’s father filmed her abuse not banned by the ASA


By The Drum Team, Editorial

March 21, 2012 | 2 min read

A direct mail campaign for the NCPCC, which saw a DVD case sent to the direct mailing list of the charity with the words ‘Kerry’s father asked her to do the unthinkable. And then he filmed it’ written on the front has not been banned by the ASA.

Eight people complained about the campaign, which featured the words ‘The footage of Kerry is now with the police. As is her father. Because she was able to talk to Childline.’ on the back, with seven claims that the text was disturbing and offensive; one complaint that it could cause distress to individuals who had suffered abuse; and one complaint that it was inappropriate for children to see.

The NSPCC said the pack recounted the experiences of two children and drew on real examples of the NSPCC's work – but did not mention details of the abuse suffered.

The charity added that it made every effort to ensure that the mailing was addressed only to individuals over the age of 18 years, and that the box was sealed with a clear sticker so that it was difficult for younger children to open.

The ASA agreed that the ad dealt with a distressing subject but ruled that it was not likely to cause excessive distress or serious or widespread offence.

NSPCC Advertising Standards Authority

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