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
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA special investigation by Andy McSmith
Life and Style
life
Arts and Entertainment
Cold case: Aaron McCusker and Christopher Eccleston in ‘Fortitude’
tvReview: Sky Atlantic's ambitious new series Fortitude has begun with a feature-length special
Voices
The veterans Mark Hayward, Hugh Thompson and Sean Staines (back) with Grayson Perry (front left) and Evgeny Lebedev
charity appealMaverick artist Grayson Perry backs our campaign
News
i100
Life and Style
Vote green: Benoit Berenger at The Duke of Cambridge in London's Islington
food + drinkBanishes thoughts of soggy school dinners and turn over a new leaf
News
people
Sport
Chelsea manager Jose Mourinho
footballThe more Jose Mourinho attempts to influence match officials, the more they are likely to ignore him
News
Joel Grey (left) poses next to a poster featuring his character in the film
peopleActor Joel Grey comes out at 82
News
i100
News
business
News
Courtney Love has admitted using heroin while pregnant with Frances Bean Cobain, her daughter with Kurt Cobain
people
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

Recruitment Genius: Senior Digital Project Manager

Negotiable: Recruitment Genius: This established Digital Agency based in East ...

Guru Careers: Sales Director / Business Development Manager

£35 - 45K + COMMISSION (NEG): Guru Careers: A Sales Director / Business Develo...

Ashdown Group: Marketing Manager - Manchester - Urgent Requirement!

£30000 - £35000 per annum + 20 days holidays & pension: Ashdown Group: Marketi...

Sauce Recruitment: Senior Management Accountant

£35000 - £40000 per annum: Sauce Recruitment: Working for a independently owne...

Day In a Page

Isis hostage crisis: The prisoner swap has only one purpose for the militants - recognition its Islamic State exists and that foreign nations acknowledge its power

Isis hostage crisis

The prisoner swap has only one purpose for the militants - recognition its Islamic State exists and that foreign nations acknowledge its power, says Robert Fisk
Missing salvage expert who found $50m of sunken treasure before disappearing, tracked down at last

The runaway buccaneers and the ship full of gold

Salvage expert Tommy Thompson found sunken treasure worth millions. Then he vanished... until now
Homeless Veterans appeal: ‘If you’re hard on the world you are hard on yourself’

Homeless Veterans appeal: ‘If you’re hard on the world you are hard on yourself’

Maverick artist Grayson Perry backs our campaign
Assisted Dying Bill: I want to be able to decide about my own death - I want to have control of my life

Assisted Dying Bill: 'I want control of my life'

This week the Assisted Dying Bill is debated in the Lords. Virginia Ironside, who has already made plans for her own self-deliverance, argues that it's time we allowed people a humane, compassionate death
Move over, kale - cabbage is the new rising star

Cabbage is king again

Sophie Morris banishes thoughts of soggy school dinners and turns over a new leaf
11 best winter skin treats

Give your moisturiser a helping hand: 11 best winter skin treats

Get an extra boost of nourishment from one of these hard-working products
Paul Scholes column: The more Jose Mourinho attempts to influence match officials, the more they are likely to ignore him

Paul Scholes column

The more Jose Mourinho attempts to influence match officials, the more they are likely to ignore him
Frank Warren column: No cigar, but pots of money: here come the Cubans

Frank Warren's Ringside

No cigar, but pots of money: here come the Cubans
Isis hostage crisis: Militant group stands strong as its numerous enemies fail to find a common plan to defeat it

Isis stands strong as its numerous enemies fail to find a common plan to defeat it

The jihadis are being squeezed militarily and economically, but there is no sign of an implosion, says Patrick Cockburn
Virtual reality thrusts viewers into the frontline of global events - and puts film-goers at the heart of the action

Virtual reality: Seeing is believing

Virtual reality thrusts viewers into the frontline of global events - and puts film-goers at the heart of the action
Homeless Veterans appeal: MP says Coalition ‘not doing enough’

Homeless Veterans appeal

MP says Coalition ‘not doing enough’ to help
Larry David, Steve Coogan and other comedians share stories of depression in new documentary

Comedians share stories of depression

The director of the new documentary, Kevin Pollak, tells Jessica Barrett how he got them to talk
Has The Archers lost the plot with it's spicy storylines?

Has The Archers lost the plot?

A growing number of listeners are voicing their discontent over the rural soap's spicy storylines; so loudly that even the BBC's director-general seems worried, says Simon Kelner
English Heritage adds 14 post-war office buildings to its protected lists

14 office buildings added to protected lists

Christopher Beanland explores the underrated appeal of these palaces of pen-pushing
Human skull discovery in Israel proves humans lived side-by-side with Neanderthals

Human skull discovery in Israel proves humans lived side-by-side with Neanderthals

Scientists unearthed the cranial fragments from Manot Cave in West Galilee