To mark Mental Health Awareness Week (12-18 May), read on for three key themes that will help you treat mental health responsibly in your ads.
Social responsibility
Advertisers should ensure their ads don’t have a detrimental impact on those affected or cause widespread offence or harm. Rule 1.3 states ‘Marketing communications must be prepared with a sense of responsibility to consumers and to society.’ and is likewise reflected in sector-sections of the Code, such as those relating to Gambling and Alcohol.
Under the Alcohol rules, for example, the CAP Code states that ads must not imply that drinking alcohol can overcome boredom, loneliness, or other problems, nor should they imply that alcohol has therapeutic qualities (18.6). In 2023, the ASA ruled that a paid Facebook ad for an alcohol brand had breached the Code by suggesting the alcohol could help overcome a customer’s problems, and also had therapeutic qualities.
The Code also states that gambling ads should not suggest that gambling can provide relief for problems such as loneliness or depression (rule 16.3.3). A 2017 ad broke this rule, as it described a consumer who had been “depressed” as a result of his wife’s illness and medical bills, and suggested gambling had provided an escape and solution to these problems.
Causing offence
Rule 4.1 states that ads should not cause serious or widespread offence on the grounds of disability. While not all mental health problems are classed as a disability, advertisers should avoid referencing mental health conditions in a way that risks causing serious or widespread offence.
In 2016, the ASA upheld a complaint about a banner ad for an online betting company, which stated “SAVE YOURSELF” alongside a silhouette of someone hanging from a rope by their neck, on the basis 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.
All references to mental health should be treated with care. The closer a reference is to a specific mental health condition, the more likely it is that it will be understood as a comment on that condition, and therefore a higher risk in terms of causing harm or serious offence.
Raising awareness
When trying to raise awareness about a particular subject, advertisers should remember that some consumers may find certain imagery or themes ‘triggering’, and the ad could cause harm or distress.
When considering complaints about ads like these, the ASA will consider different factors, such as the context of an ad or its targeting, and the prevailing standards in society.
In 2022, the ASA received complaints about a charity ad that featured footage of individuals who had taken their own lives. The ASA agreed this was likely to be distressing to some viewers – however, they ruled that the overall message was to look beyond the surface to save lives from suicide and seek support, which meant ultimately, any distress caused was justified by the ad’s message.
As we can see, mental health can be a nuanced subject, and much of the acceptability depends on the content and context of the ad in question. For any further guidance required, our Copy Advice team is on hand to provide free bespoke advice.
More on
-
Keep up to date
Sign up to our rulings, newsletters and emargoed access for Press. Subscribe now.
