Charity comparisons ban 'may be lifted'
Charities
27th March 2009
A ban on charities comparing themselves to similar organisations in advertising may be lifted, it has emerged.
According to a new consultation document from the broadcast section of the Committee of Advertising Practice (CAP) says there is no need for comparisons to be banned outright in the future.
If the ban is removed, charitable organisations will be able to argue that they are more effective and make better use of cash donations than others.
The consultation document also includes a proposal to permit funding appeals from faith organisations whose charitable work includes religious evangelism or recruitment.
Previously, adverts by religious charities had to demonstrate that the donations would not be used for proselytising.
CAP (Broadcast) is the industry body contracted by the broadcasting regulator Ofcom to write and enforce the codes of practice that govern TV and radio advertising.
Almost all television adverts shown in the UK must also be vetted by the Broadcast Advertising Clearance Centre.
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