WWF-UK rapped by ASA over toxic chemical press ads

The chemicals industry has complained to the Advertising Standards Authority (ASA) about a national press ad for environmental charity, WWF-UK, which features the strapline: “Who cares where toxic chemicals end up?” The ad was created by Proximity.

The ASA has received complaints from the Chemical Industries Association, the British Association for Chemical Specialties and members of the public.

The complainants challenged the ad on seven different counts, out of which two were upheld by the ASA.

WWF-UK has been asked to amend its claim: “Today our bodies are contaminated with over 300 man-made chemicals.”

The ASA has also ruled that the ad was unduly alarming, particularly to mothers of young children and those people considering parenthood. The advertiser has been asked to seek advice from the Committee of Advertising Practice Copy Advice team before advertising again.

The ASA has upheld a complaint from a church against a leaflet for a nightclub in Bristol. The leaflet says: “Who would you rather be with on a Sunday?” and depicts a cross above the phrase “The father, the son or” It shows a bottle above the phrase “Holy Spirit.” The nightclub has been asked to remove the leaflets as it is likely to cause serious or widespread offence to Christians.

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