An advert produced by children's charity Barnardo's has attracted more complaints than any other ad in history, the standards watchdog has revealed. A campaign by Barnardo's featuring hard-hitting images of babies with cockroaches and syringes in their mouths was the most complained against advert of , the annual report of the Advertising Standards Authority ASA says. The watchdog added that the controversial "silver spoon" campaign, which sparked complaints ranked as the most complained about national press campaign since the ASA was set up in The Barnardo's adverts were banned after the ASA found that the charity had used unduly shocking images of babies to attract attention that were likely cause to serious or widespread offence. The children's charity has defended the use of the computer-generated baby pictures. Andrew Nebel, UK director of marketing and communications, said: "Barnardo's doesn't use controversial adverts for the sake of shocking people, but unfortunately the impact of poverty on a child's future is shocking - and needs to be prioritised by the government.
Barnardo's ad provokes storm of protest
Charity advert provokes record number of complaints | Voluntary sector | The Guardian
D espite early consultation with the Committee of Advertising Practice, the Advertising Standards Authority has banned Barnardo's "silver spoon" campaign. We are disappointed the process has failed us, and that the ASA has not accepted that the issue of child poverty warrants hard hitting images. We maintain it is the subject matter, not the images, that is shocking - but we have no choice but to respect the ASA's decision. However, we stand by our campaign and would not rule out using controversial images again in future. Our recent advertising campaign, featuring different images of babies in surreal situations - one with a bottle of methylated spirits instead of a milk bottle; another with a cockroach in its mouth and another with a syringe as an evolution of our earlier and striking campaign with "aged" children.
Charity advert provokes record number of complaints
My hypothesis - If it is considered unethical whether to use young children portraying controversial poverty issues in charity advertisements for the sake of the media. There is only one main image of a baby covered in grease and blood, crying, with a hospital tag on its arm to symbolise, it has just been born into the world. The photo is taken from an angle, where you can view the baby from its side, signifying how the baby looks uncared for and abandoned. The dramatic use of the cockroach image is in total contrary opposition to the idea of a silver spoon as the cockroach symbolises poverty. The non- verbal codes of the baby crying is to represent the desperate cries of poverty, destitution and the desperate call for help.
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