Charity mail-out ‘scares children’

Charity Save the Children has been slammed by the Advertising Standards Authority (ASA) for a direct mail campaign that could scare children.

The fundraising mailer, created by Proximity, had a close-up picture of the eyes of an African child on the front, and a similar photo of an Asian child’s eyes on the back. The pictures had the strapline/ “If you have brown eyes, you’re more likely to die young.”

A leaflet inside explained that most children in the Third World, where infant and child mortality rates are highest, have brown eyes.

The ASA received a number of complaints from the public who said the text was likely to cause “undue fear and distress to children” and has ruled that the mailing should not be used again. Save the Children has told the ASA it will amend the mailer if it uses it again.

The ASA has also upheld complaints against cosmetics giant Clinique over a magazine ad for its Repairwear wrinkle cream.

The ASA ruled the claim that peptide complex in the cream “enables skin to steer hearty cells to the base of a wrinkle and triggers skin’s own natural collagen production” was misleading, after consulting an expert who questioned the research Clinique submitted in support.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here