Can a charity use emotive or controversial material in its campaigns?
The short answer Yes – charities can use emotive material in their campaigns, but only where this is justified in the context of the aims of the campaign. Such material must be factually accurate and have a well-founded evidence base. Charities must not break the law, and should observe the relevant Codes in this area. In more detail Emotive campaigns: Charities working in areas which rouse strong emotions in the public may decide that they are willing to accept the risks of undertaking a campaign which poses significant risks because of the potential benefits the campaign might bring, and which might include: • greater public understanding (and perhaps increased donations); • a change in behaviour; or • a change in government attitudes towards the issue. Example: A national animal welfare charity ran a long campaign to secure a ban on hunting with dogs. This was controversial, but we accepted that both the campaign objective and the means adopted (which included emotive advertising) w
