A survey of British parents and children by an independent advertising regulator found that many were disturbed or offended by charity commercials that used shock tactics or provocative imagery to encourage donations, Third Sector and The Independent report.
Three in 10 children ages 11 to 16 reported being distressed or frightened by advertising content they had seen in the past 12 months, according to the study by the Advertising Standards Agency. Commercials for international aid groups and child- and animal-protection charities were ?frequently cited as being offensive? for their depictions of violence, mistreatment, or suffering.
About one in six adults reported distress over advertising in the survey of 1,288 adults and 1,020 children, conducted by research firm Ipsos Mori on behalf of the advertising regulator.
The study also found that a significant minority of respondents endorsed the use of strong imagery to raise awareness of a cause. ?There was a sense that this type of approach is to some extent a necessary evil,? the report said.
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