News

A television advert portraying the neglect of an older person has resulted in 280 complaints to the Independent Television Commission.

The advert, which has since been taken off air, was for Take a Break magazine and depicted an older woman waiting for her dinner while her meals on wheels provider sat in their van engrossed in the magazine.

The ITC said that some complaints had come from people who delivered meals on wheels who were offended at the implication that they would neglect their duties.

Take a Break's publishing director, David Goodchild, admitted that the advert had been "a mistake" and apologised for any offence caused. His company has donated £5,000 to the charity Action on Elder Abuse as a goodwill gesture.