Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Ads containing references to suicide must take extreme care; without strong justification the inclusion of suicidal imagery or content is likely to cause serious offence or, potentially, harm to those who are vulnerable to such imagery. Flippant references, trivialisation, and glamorisation are particularly likely to be considered irresponsible, but sensitive references intended to raise awareness of (for example) relevant charities may be acceptable.
Marketers may also wish to review The Samaritans’ Media Guidelines.
Significant ASA rulings
Upheld rulings
In 2016, the ASA received a complaint about a banner ad for an online betting company, which stated “SAVE YOURSELF” alongside a silhouette of a man hanging from a rope by his neck. The ASA upheld the complaint, and considered that the ad was socially irresponsible and likely to cause serious offence, in particular to those affected by suicide, mental health conditions or gambling problems (FanBet, 02 March 2016).
In 2019, the ASA investigated a complaint about a social media post for a life insurance company, which featured an image of a man leaning the front of his head against a wall with his arms by his side with text which stated “… Life insurance to die for”. Although the ad did not make a direct reference to mental health or suicide, the ASA considered that the image created the impression that the man felt isolated and was in despair. In the context of an ad for life insurance, it considered those who saw the ad were likely to associate the man’s posture as alluding to suicidal feelings. The ASA upheld the complaint, ruling that by trivialising the issue of suicide and alluding to it to promote life insurance, the ad was likely to cause serious offence to some people. (Dead Happy Ltd, 11 December 2019)
More recently, in 2024, the ASA considered a social media ad for a debt advice service which featured a man on a chair with a length of cord looped around his neck. The man was also shown talking about the impact of his debt on his mental health. The ASA ruled that in highlighting and demonstrating a method of suicide, and creating an association between debt and suicide, the ad was irresponsible. It also concluded that the graphic nature of the portrayal was likely to cause serious offence, and significant distress, which was not justified by its context (get_0ut_0f_debt, 11 December, 2024).
Not upheld rulings
In 2022, the ASA considered complaints about a TV ad for the suicide prevention charity, CALM. The ad featured personal video clips of men and women laughing, smiling, talking to the camera and interacting with their families, whilst the song “Bring me Sunshine” was played in the background. On-screen text stated, “These are the last videos of people who took their own lives” and “Suicidal doesn’t always look suicidal”. The ad ended by inviting viewers to find out how they could help save a life. The ASA acknowledged that the subject matter was, by its very nature, upsetting and that the use of actual footage of people who had gone on to die by suicide was a hard hitting and emotive approach to highlighting the issue. However, due to the inclusion of the text, “Find out how you could help save a life” and “#UnitedAgainstSuicide” the ASA considered that viewers would understand from the ad, that while the individuals shown had tragically taken their own lives, for those who were currently suffering from suicidal feelings, their lives could be saved and suicide was not a foregone conclusion. The ASA therefore considered that the ad was not irresponsible (CALM, 5 October 2022).
In 2024, the ASA considered a cinema ad for a support service for NHS frontline workers. Amongst a number of scenes, the ad included a brief reference to the aftermath of a nurse who had attempted suicide. The ad concluded by asking viewers to donate to the service to help them support frontline staff within the NHS who were suffering from poor mental health. In its consideration of the reference to suicide, the ASA noted the reference was brief and was not the focus of the ad. It was also noted the reference was not unduly graphic and focussed on the impact on the members of the attending team. While it acknowledged that the topic of suicide would always be distressing to some viewers, it considered the potentially distressing scenes in the ad, would be seen in the context of raising awareness and of funding. As such, the ASA ruled that any distress caused by this particular presentation was likely justified and therefore acceptable (Frontline 19, 17 July 2024).
Finally, in 2011, complaints were received about a magazine ad for Miu Miu that showed a teenage model sitting on a railway track. Complaints were received which expressed concern that the sombre tone of the ad alluded to suicidal intent. However, the ASA considered that whilst the featured character was shown to be wistful and thoughtful, there was nothing to suggest that she was distressed, or that she had been crying. The ASA subsequently concluded that the ad was prepared with a due sense of responsibility and would not be suggestive of youth suicide to impressionable young people. Despite this, complaints about depicting a child in an unsafe situation were upheld (Prada Retail UK Ltd, 23 November 2011).