The ASA upheld a complaint relating to two TV advertisements, finding they did not make sufficiently clear that the funeral plans being advertised were limited to non-attended cremations.
In its ruling, the ASA concluded that information about whether a plan includes attendance at the cremation or a commemorative service is important information for consumers and should be made clear within the advertisement itself.
The regulator said many viewers were likely to understand references to a “funeral plan” as a lower-cost version of the type of funeral they would usually expect, rather than a service limited to a non-attended cremation.
The ASA has instructed Dignity Funerals Ltd t/a Simplicity Cremations to ensure future advertising clearly states when a funeral plan is for a non-attended cremation only.
Supporting informed choices
SAIF Chief Executive Terry Tennens said:
“This ruling reinforces the importance of clear and accurate information when people are considering funeral options.
“Funeral arrangements are an important and personal decision. Families need to understand exactly what is included in a funeral plan so they can make informed choices that are right for them.
“Direct cremation is one of a number of funeral options available today. What matters is that people have transparent information about the service being offered, including any limitations, so there is no misunderstanding.
“We welcome the clarity provided by the ASA’s decision and its recognition that this information should be communicated prominently in advertising.”
While the ASA’s June ruling focused on advertising that could be interpreted as suggesting a funeral service or gathering was included, this latest decision focuses on the need for funeral plan advertising to clearly explain when a plan is limited to a non-attended cremation. Together, the rulings reinforce the importance of clear, transparent information to support informed consumer choice.
The ruling reflects a key principle of SAIF’s #HandledWithCare campaign: helping people understand the different funeral options available and what those choices mean in practice.
Through #HandledWithCare, SAIF continues to encourage greater understanding of funeral choices and the importance of discussing arrangements with family members and trusted funeral professionals.
Independent funeral directors help families explore the options available to them, understand what different services include and make choices that reflect their wishes and circumstances.