Adverts for the Alzheimer's Society which detailed a woman's death "again and again and again" have been cleared following 235 complaints.
"She died again when she asked me, her son, what my name was. She died as dad's rock after 52 years of marriage the day she looked straight through him. On the 10th of March 2024, mum died a final time, surrounded by her family." The Alzheimer's Society said it was "conscious from the outset that a campaign about the realities of dementia would be sensitive and potentially challenging for some audiences" and it approached the campaign with due care.
The Advertising Standards Authority said the ads, and particularly the references to death, could cause a significant emotional impact with a wider audience. It added: "Overall, we considered that any distress caused was justified by the ads' messages. For the reasons set out above we concluded that the ads were not irresponsible, did not cause serious or widespread offence, and did not cause unjustifiable distress."