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

VIDEO
Have you tried new the Independent Digital Edition iPad app?
Sport
Karim Benzema celebrates scoring the opening goal
liveblogFollow the latest from the Bernabeu as Real Madrid play Bayern Munich
News
Rohff is one of France’s most popular rappers
people
Sport
Manchester United manager David Moyes has claimed supporters understand the need to look at
sportScot thanks club staff and fans, but gives no specific mention of players
News
Strange 'quack' noises could be undersea chatter of Minke whales
science
News
weird news... and film it, obviously
Arts & Entertainment
tv
News
news
News
peopleThis time as he’s awarded the Freedom of Stirling and handed an honorary degree
Voices
voices Furore is yet another example of shameful Westminster evasion, says Nigel Farage
Voices
voicesMoyes' tragedy is one the Deputy PM understands all too well, says Matthew Norman
Arts & Entertainment
Rocker of ages: Chuck Berry
musicWhy do musicians play into old age?
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Have you tried new the Independent Digital Edition iPad app?
Independent Dating
and  

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

iJobs Job Widget
iJobs Media

Online Advertising Account Executive , St Pauls , London

£26K-30k + Bonus, Private Medical Insurance, Company Pension: Charter Selectio...

Advertising Account Executive - Online, Central London

£25K-28k + Bonus, Private Medical Insurance, Company Pension: Charter Selectio...

NGO and Community Development in Cambodia

Unpaid: Kaya Responsible Travel: There are many small development projects in ...

Business, Marketing and Tourism Volunteer Projects

Unpaid: Kaya Responsible Travel: As part of an ongoing effort to support local...

Day In a Page

Brits who migrate to Costa del Sol more unhappy than those who stay at home

It's not always fun in the sun: Moving abroad does not guarantee happiness

Brits who migrate to Costa del Sol more unhappy than those who stay at home
Migrants in Britain a decade on: They came, they worked, they stayed in Lincolnshire

Migrants in Britain a decade on

They came, they worked, they stayed in Lincolnshire
Chris Addison on swapping politics for pillow talk

Chris Addison on swapping politics for pillow talk

The 'Thick of It' favourite thinks the romcom is an 'awful genre'. So why is he happy with a starring role in Sky Living's new Lake District-set series 'Trying Again'?
Why musicians play into their old age

Why musicians play into their old age

Nick Hasted looks at how they are driven by a burning desire to keep on entertaining fans despite risking ridicule
How can you tell a gentleman?

How can you tell a gentleman?

A list of public figures with gallant attributes by Country Life magazine throws a fascinating light on what it means to be a gentleman in the modern world
Pet a porter: posh pet pampering

Pet a porter: posh pet pampering

The duo behind Asos and Achica have launched a new venture offering haute couture to help make furry companions fashionable
A History of the First World War in 100 moments: The mutiny that sent a ripple of fear through the Empire

A History of the First World War in 100 moments

The mutiny that sent a ripple of fear through the Empire
Hot stuff: 10 best kettles

Hot stuff: 10 best kettles

Celebrate St George’s Day with a nice cup of tea. Now you just need to get the water boiled
Sam Wallace: Why Giggs is perfect fit as Manchester United boss... in the longer term

Sam Wallace

Why Ryan Giggs is perfect fit as Manchester United boss... in the longer term
Renaud Lavillenie: The sky's the limit for this pole vaulter's ambitions

Renaud Lavillenie: The sky's the limit for this pole vaulter's ambitions

Having smashed Sergei Bubka's 21-year-old record, the French phenomenon tells Simon Turnbull he can go higher
Through the screen: British Pathé opens its archives

Through the screen

British Pathé opens its archives
The man behind the papier mâché mask

Frank Sidebottom

The man behind the papier mâché mask
Chris Marker: Mystic film-maker with a Midas touch

Mystic film-maker with a Midas touch

Chris Marker retrospective is a revelation
Boston runs again: Thousands take to the streets for marathon as city honours dead and injured of last year's bombing

Boston runs again

Thousands of runners take to the streets as city honours dead of last year
40 years of fostering and still holding the babies (and with no plans to retire)

40 years of fostering and holding the babies

In their seventies and still working as specialist foster parents