Media: Talk of the Trade: Charitable business

THE Advertising Standards Authority today warns about a new promotional device which claims that every time someone buys a named product, a charity will benefit. Run properly, such schemes can benefit both charity and advertiser, but the authority says it has found cases where the link is heavily promoted 'but the amount donated is a minuscule proportion of the product cost'. It rules: 'If a charity appears to be benefiting from a promotion, then the level of benefit should be clear. It should not be used simply to boost sales.'