This advertisement for a children charity fund was printed on mailed envelopes in U.K., which received fierce criticism. The envelope was showing the close up of the eyes of a child of African origin and a child from Asian origin with the text written ‘If you have brown eyes, You are more likely to die young’. Further, the supporting leaflet contained text that stated ‘Most children born with brown eyes are born in the world’s poorest countries’.
The complaints made to the advertising watchdog have alleged that it can be spotted by children and it may cause undue fear and distress. On the other hand, Save the Children Fund clarified that their intention was to encourage the recipient to make donations.
Eventually, working on the complaint the ASA has ruled that the ad should be withdrawn as the nature of the mail was not clear and it may cause undue fear and distress to children who see it.
