RACC - Call 020 3206 7808 or Fax 020 3206 7801

Race And Ethnic Minorities

Jokes about different races, light-hearted scenarios involving racial stereotypes and the use of foreign accents in advertisements have the potential to offend.

Extreme care is needed to make sure that such creative treatments will not be perceived as being unkind or hurtful to ethnic minorities, and that they do not reinforce racial stereotypes in a negative way.

A fine line can be drawn, for example, between a phoney African accent in a light-hearted scenario and an unkind or negative African stereotype. While the mere use of a foreign accent is not precluded in advertisements, bear in mind that humour does not necessarily get round the potential to offend.

Racial Discrimination

Advertisements which discriminate against ethnic minorities are illegal. There are some exceptions; further details can be obtained from The Commission for Racial Equality on 020 7939 0000 or www.cre.gov.uk

Recommended Retail Prices for Domestic Electrical Goods

It is illegal for suppliers/manufacturers to recommend retail prices to retailers of domestic electrical goods (other than head office RRPs). Such RRPs must not, therefore, be mentioned in copy.

Reflexology - RACC clearance is required.

Details of the treatments offered and the practitioners' professional medical qualifications are needed.

Some minor health claims may be allowed related to relaxation and the relief of pain, subject to advice from the RACC's medical consultant.

Religious Advertisers - RACC clearance is required.

Details needed for consideration of clearance

All scripts for religious advertisers must be accompanied by:

full details on the background and history of the organisation, e.g. origins and denomination;
full information about the event, meeting, publication etc. being advertised;
details about the organisation's services and meetings generally, e.g. what takes place, who can attend, are the services and meetings free?
details about how people can join the organisation's congregation, community or sect.

Unacceptable advertisers

Religious organisations who have been proven to practise or to advocate illegal behaviour or whose rites or other forms of collective observance are not normally directly accessible to the general public may not advertise.

Check that the organisation's meetings, services and other collective observances are open to the general public without financial charges. There should be no evidence that people are coerced to join the group or that obstacles are put in their way to leave the group.

Copy points

The name and group faith of the religious organisation must be clearly identified in the copy. A generic identification can be used, provided that the faith/creed is made clear.

Copy must not urge listeners to change their beliefs or religious behaviour.

Copy must not denigrate other religious faiths, beliefs or philosophies of life.

Copy must not play on fear and references to disadvantages of not being religious or believing in a certain faith are unacceptable.

Copy must not express matters of doctrine or belief as unqualified fact and must be put clearly in the context of the advertiser's belief, e.g. 'we believe that God can …'.

Copy must not exploit the vulnerability of any particular category of listener, e.g. the elderly or the bereaved.

Copy may refer to the benefits of a particular religion for personal well-being in a restrained way only and such benefits must be capable of substantiation.

Copy may refer to faith healing, miracle working or counselling but must not make claims for their efficacy.

Religious organisations/charities can advertise for funds for charitable purposes provided that:

the organisation's bona fides are satisfactory;
the organisation substantiates that donations will be carefully controlled, accounted for and devoted wholly to the purposes mentioned in the advertisement;
the advertisement mentions the cause of the appeal and states how donations will be used;
the copy does not state or imply that donations are in exchange for prayers or other spiritual beliefs.
Protecting the under 18s

Only advertising for suitable religious services or festivals and responsible appropriate merchandise may be directed at under 18s. Such advertising must not be ancillary to recruitment or fundraising.

Child voiceovers should not generally be used religious advertising. Exceptions include seasonal events such as carol services or diwali. Child voiceovers must not be used to promote doctrine or beliefs.

Religious Themes in Advertisements

Light-hearted scenarios which portray a religious theme (e.g. being at the gates of Heaven or portraying the voice of God) must be carefully considered.

The re-working of biblical stories, prayers or religious passages to help sell commercial products and services are likely to cause offence to some listeners and extreme care is needed.

Care is also needed when using religious hymns and carols. Generally, it is not acceptable to re-work religious music to advertise an unrelated product.

Royalty, References to

References to members of the Royal Family in advertisements are unlikely to be acceptable without prior permission.

References to the Royal Family in the context of advertisements for books, newspaper articles and films are acceptable without prior permission, provided that such references are not offensive, defamatory or derogatory.