ChildLine ad broke advertising rule

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The NSPCC's direct mailing risked causing fear and distress to householders, according to the Advertising Standards Authority (ASA).

It was written in the form of a mock counsellor's log sheet including details of calls to ChildLine.

One of the calls was about domestic violence while another referred to child abuse.

The pretend log sheet came with a letter which asked for donations. It said many youngsters could not get through to ChildLine when they try to call.

Three people complained to the ASA about the mailing while the NSPCC had 143 complaints after it was delivered to 200,000 households.

After an investigation, the ASA said the leaflet broke advertising rules relating to truthfulness, fear and distress, and identifying marketing material.

"We noted the letter did not make clear the calls on the counsellor log sheet were not genuine but considered that, even if it did, the log sheet could still mislead and cause fear and distress if it was read before the letter," it said.

The watchdog told the NSPCC to show clearly on the envelope that it contained marketing material.

Responding to the ASA, the children's charity said it would amend the envelope and mark it clearly as being from the NSPCC.