Complaints about a DRTV and press campaign promoting the RSPCA’s ‘Home for Life’ service have been thrown out despite claims that it omitted the fact that animals are often put to sleep instead of being saved.
This is the second time the ads, devised by now-defunct agency Whitewater, have met with criticism. Back in 2007, the Advertising Standards Authority received similar complaints which were also rejected, and the RSPCA said the tone of the ads had not changed since then.
The ‘Home for Life’ scheme looks after animals once their owners have passed away, but the complainants – Liberal Democrat MP John Hemming and a member of the public – claimed the charity had misled the public by failing to make mention of the fact that it occasionally will euthanise animals entrusted to its care.
The ASA agreed that the charity’s references to “doing all we can” to ensure pets are rehomed did not mislead the public into believing the organisation would never put a pet down.
The regulator said: “Because consumers would also understand that there might be instances when it would not be in an animal’s best interests to be rehomed, which we also understood was the case, the ads did not breach the [advertising] code.”
A statement from the RSPCA said: “We are glad that this complaint has been dismissed by the ASA. One of the most important reasons that the RSPCA, let alone other animal welfare charities, run schemes and adverts like these is to encourage people to make plans for their animals to be cared for when their owners pass away.
“It is a free service, and our ads are very clear – we pledge to do our very best to find them a loving new home.”
