Fundraising regulator advert cleared by ASA
Howard Lake | 11 July 2007 | News
The FundRaising Standards Board is in the clear over an advertisement that appeared in the national press earlier this year.
The Advertising Standards Association (ASA) had received complaints that the advert misleadingly implied that charities that were not members of the FRSB were generally untrustworthy. One complainant challenged whether the ad misleadingly implied that charities that were members of the FRSB were generally trustworthy in respects other than fundraising.
The ASA adjudication said: We considered that the ad made clear that the FSB scheme related to fundraising only and merely encouraged people to look out for the FSB tick before donating.
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The FRSB (then the FSB) had pointed out that the ad made clear that charities who belonged to the organisation had made the commitment to be ‘honest, respectful and accountable’ in their fundraising and that the ‘tick’ logo was used to inspire confidence because member charities had comitted to best practice.
The FSB took advice from the Code of Advertising Practice Copy Advice team before launching the campaign and believed the ad had not implied the public should only trust charities that belonged to the FSB.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.