News & Events
Advertising Standards Authority Finds In Favour
In a significant ruling announced today by the Advertising Standards Authority (ASA), complaints against hard-hitting charity advert from the Motor Neurone Disease (MND) Association were rejected.
Following screening of the 90 second advert “Sarah’s Story” in cinemas during January and February this year, the ASA received five complaints.
An investigation was made under the Committee of Advertising Practice ( CAP ) Code clauses relating to decency, fear and distress.
The advert which was rated a “15” by the British Board of Film Classification, features Sarah Ezekiel who is living with MND and after whom the campaign has been named. It conveys the emotional and physical impact of receiving a diagnosis of this devastating, fatal disease.
The ASA noted in their findings that: “Although distressing to some, we concluded the ad was suitable to be shown before 15 rated films and the content was justified given the nature of the message.”
Commenting on the ASA’s decision, Donna Cresswell, Director of Communications, for the MND Association said: “We set out to raise awareness of just how devastating this disease is. The film achieves this in a compelling and truthful way. We didn’t set out to shock, but telling the truth about MND is shocking because the facts about MND are shocking.”
Cresswell continued: “I am delighted that the ASA understood our honest approach based on real experience.”
