Oxfam climate change ad escapes censure

Oxfam claims a decision by the advertising watchdog to clear a campaign that stated people die from the effects of climate change will help push its message that man-made global warming is real.    

A poster ad, created by Rainey Kelly Campbell Roalfe/Y&R, stated: “People dying thanks to climate change is a long way off. About 5,000 miles, give or take …  Our politicians have the power to help get a climate deal back on track … Let’s sort it here and now.”

The Advertising Standards Authority received four complaints claiming that the ad was misleading and that it could not be proven that people were dying as a result of climate change.

Oxfam, which used research from bodies such as the World Health Organisation to substantiate the claims made, says: “We hope that this finding will help boost confidence among the wider public of the reality of climate change and that we can all play a part in helping to reduce its affects in the future if we act now.”

It adds that it “takes great care in ensuring that what we say about climate change can be supported by reliable research.”

The ASA says there was a “a robust consensus” in the evidence provided by the charity. It adds that Oxfam’s claim was “reasonably restrained” in that it did not claim specific numbers of deaths or speculate on future numbers.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 customerservices@marketingweek.com

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