ASA clears RSPCA re-homing advert

 

An ad for the RSPCA's Home for Life service has been cleared following complaints that the charity omitted to mention that it euthanises some animals in its care.

The campaign, headed "You'll rest in peace knowing they're being looked after," said: "When you pass away you'll want to know that your pet is safe and happy.

"You can ensure they will be by registering for the RSPCA's free Home for Life service, and by making your wishes known in your Will. It means we will care for your pet, and do all we can to find them a loving new home."

The Advertising Standards Authority (ASA) received complaints from an MP and a member of the public that the campaign was misleading by omission because it did not make clear that the RSPCA euthanised some animals.

The RSPCA said it "strongly disagreed" that the campaign was misleading, pointing out that the wording only went as far as promising that the charity would do "all we can" and "our very best" to find pets a new home.

It believed the ads struck the right balance between providing enough accurate information to the public without including potentially distressing details about animals which could not be re-homed on medical grounds or were of an unsound or aggressive temperament.

The charity said that in 2011 it had to euthanise 625 re-homeable dogs, 667 re-homeable cats and 91 re-homeable rabbits, but had successfully re-homed a further 60,551 pets.

In relation to the Home for Life service, it had taken in 58 animals last year and had to euthanise 10 of them, including a cat and a dog with tumours and other health problems, a cat with suspected renal failure and a cat with underlying kidney problems.

Rejecting the complaints, the ASA noted that the ads did not state or imply that the RSPCA never euthanised animals.

It said: "We understood the RSPCA were proactive in trying to find animals a new home but there were occasions when they would euthanise animals in their care.

"However, we understood they only did so, on veterinary advice, if the animal was suffering from serious physical or mental ill health, if it had an unsound or aggressive temperament even after behavioural training, or if they were not allowed to re-home the animal for legal reasons.

"We concluded that, because consumers would understand from the ad that the RSPCA would do all it could to re-home pets, which we understood was the case, and because consumers would also understand that there might be instances when it would not be in an animal's best interests to be re-homed, which we also understood was the case, the ads did not breach the code."

PA

Start your day with The Independent, sign up for daily news emails
Have you tried new the Independent Digital Edition apps?
News
ebookA unique anthology of reporting and analysis of a crucial period of history
News
people
News
Richard Blair is concerned the trenches are falling into disrepair
newsGeorge Orwell's son wants to save war site that inspired book
Life and Style
Audrey Hepburn with Hubert De Givenchy, whose well-cut black tuxedo is a 'timeless look'
fashionIt may be a paradox, but the industry loves it
Arts and Entertainment
The pair in their heyday in 1967
music
Life and Style
fashionFrom bathing dresses in the twenties to modern bikinis
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Guru Careers: Software Developer / C# Developer

£40-50K: Guru Careers: We are seeking an experienced Software / C# Developer w...

Guru Careers: Software Developer

£35 - 40k + Benefits: Guru Careers: We are seeking a Software Developer (JavaS...

Guru Careers: Senior Account Manager / SAM

£30 - 35k: Guru Careers: A Senior Account Manager / SAM is needed to join the ...

Ashdown Group: Digital Marketing Manager (EMEA) - City, London

£55000 - £65000 per annum + Benefits: Ashdown Group: Digital Marketing Manager...

Day In a Page

Abuse - and the hell that came afterwards

Abuse - and the hell that follows

James Rhodes on the extraordinary legal battle to publish his memoir
Why we need a 'tranquility map' of England, according to campaigners

It's oh so quiet!

The case for a 'tranquility map' of England
'Timeless fashion': It may be a paradox, but the industry loves it

'Timeless fashion'

It may be a paradox, but the industry loves it
If the West needs a bridge to the 'moderates' inside Isis, maybe we could have done with Osama bin Laden staying alive after all

Could have done with Osama bin Laden staying alive?

Robert Fisk on the Fountainheads of World Evil in 2011 - and 2015
New exhibition celebrates the evolution of swimwear

Evolution of swimwear

From bathing dresses in the twenties to modern bikinis
Sun, sex and an anthropological study: One British academic's summer of hell in Magaluf

Sun, sex and an anthropological study

One academic’s summer of hell in Magaluf
From Shakespeare to Rising Damp... to Vicious

Frances de la Tour's 50-year triumph

'Rising Damp' brought De la Tour such recognition that she could be forgiven if she'd never been able to move on. But at 70, she continues to flourish - and to beguile
'That Whitsun, I was late getting away...'

Ian McMillan on the Whitsun Weddings

This weekend is Whitsun, and while the festival may no longer resonate, Larkin's best-loved poem, lives on - along with the train journey at the heart of it
Kathryn Williams explores the works and influences of Sylvia Plath in a new light

Songs from the bell jar

Kathryn Williams explores the works and influences of Sylvia Plath
How one man's day in high heels showed him that Cannes must change its 'no flats' policy

One man's day in high heels

...showed him that Cannes must change its 'flats' policy
Is a quiet crusade to reform executive pay bearing fruit?

Is a quiet crusade to reform executive pay bearing fruit?

Dominic Rossi of Fidelity says his pressure on business to control rewards is working. But why aren’t other fund managers helping?
The King David Hotel gives precious work to Palestinians - unless peace talks are on

King David Hotel: Palestinians not included

The King David is special to Jerusalem. Nick Kochan checked in and discovered it has some special arrangements, too
More people moving from Australia to New Zealand than in the other direction for first time in 24 years

End of the Aussie brain drain

More people moving from Australia to New Zealand than in the other direction for first time in 24 years
Meditation is touted as a cure for mental instability but can it actually be bad for you?

Can meditation be bad for you?

Researching a mass murder, Dr Miguel Farias discovered that, far from bringing inner peace, meditation can leave devotees in pieces
Eurovision 2015: Australians will be cheering on their first-ever entrant this Saturday

Australia's first-ever Eurovision entrant

Australia, a nation of kitsch-worshippers, has always loved the Eurovision Song Contest. Maggie Alderson says it'll fit in fine