Charity advert comparisons 'may be permitted'
27 March 2009
Charities in the UK may soon be permitted to compare
themselves to others in a change to advertising regulations.
The Broadcast Committee of Advertising Practice (BCAP) could
allow organisations to judge their efficiency against others after
a consultation concluded that appropriate guidelines to prevent
unfair or misleading claims are already in place.
The report also suggested allowing charities to show
advertisements back-to-back with community service announcements as
long as they do not exploit vulnerable viewers.
In another vein, the BCAP added that commercial advertisers who
pledge money to charity will have to specifically state the
proportion and recipient of their donation, while religious
charities can use appeal adverts for recruitment if a clear
division is established.
The consultation will close on 19 June, the BCAP website
states.
Meanwhile, over 40 charities have teamed up to produce an
advisory report on cardio-vascular health in the UK.
The Cardio and Vascular Coalition's (CVC) Destination 2020 is a
ten-year plan that aims to inform government on how to reduce heart
and kidney conditions such as strokes and diabetes.
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