Regulator puts animal charity advert in clear

An advert for the RSPCA’s “home for life” service has been cleared following complaints that the charity omitted to mention that it puts down 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.”

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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 put down 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 new homes.

The organisation said that in 2011 it had to put down 625 re-homeable dogs, 667 re-homeable cats and 91 re-homeable rabbits.

Rejecting the complaints, the ASA noted that the advertisements did not state or imply that the RSPCA never destroyed animals, adding: “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.”

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