NSPCC television advertisement comes under fire from viewers.

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Author: Leason, Katie

CHILD PROTECTION

The NSPCC has defended its current advertising campaign despite at least 129 complaints about it having been received by the Independent Television Commission.

The ITC said that it had received a variety of complaints about the advert, which can only be shown after the 9pm watershed. Some were from adults who were abused as children who said that it brought back memories. Others found it violent or disliked the canned laughter.

The ITC will now raise the issue with the advertising agency concerned and publish its findings in a complaint report.

The NSPCC said it was sorry that the ITC had received complaints from viewers, but said the campaign showed the seriousness of the issue and made people want to take action if they had concerns about a child.

"Sadly, cruelty to children does go on, often behind closed doors, and it is vitally important that we work with the public to explain what action all of us can take in tackling the issue" the charity said in a statement.

Throughout the development of the campaign, extensive research was conducted with a large cross-section of the community, and police, health visitors and social workers were consulted, said the NSPCC.

Calls from the public to its 24-hour Child Protection Helpline have risen from 250 a day to 500.

PHOTO (COLOR): There have been about 130 complaints about the NSPCC's television campaign, which the charity claims reflects the seriousness of the issue

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By Katie Leason