News

Complaints about an NSPCC advertisement depicting a cartoon boy bouncing back from his father's attacks have not been upheld by the Independent Television Commission.

The ITC received 127 complaints about the advertisement that showed the father putting a cigarette out on the boy's head and throwing him down the stairs. The closing scene showed a real boy and the caption "real children don't bounce back."

The complainants said they found the advertisement upsetting and 12 viewers said it reminded them of their own experience of child abuse. Five viewers felt the advertisement suggested that only men abused children. Several acknowledged that raising awareness was important but felt this had gone too far.

The NSPCC said it had not meant to cause distress and apologised to anyone who had been upset by the advertisement. It said that research showed that the hard-hitting imagery was an effective means of conveying the seriousness of the issue and moving people to take action if they were concerned about a child.

It also said that there was no intention to suggest only men or fathers abused children and recognised that male and female abusers are equally guilty.

While the ITC sympathised with viewers who had found the advert upsetting, it accepted the NSPCC's arguments in support of the campaign and the hard-hitting nature of the cartoon.

It also acknowledged that the charity had taken care during the development stage to attempt to ensure that the campaign worked effectively while minimising distress to viewers.