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ASA calls out misleading TV adverts

Media release | Wednesday 17 June 2026

Mark Binnersley (SAIF PR Consultant)

Pure Cremation: ASA calls out misleading TV adverts

LONDON, UK – SAIF welcomes the Advertising Standards Authority (ASA)’s ruling today (17th June 2026) regarding a Pure Cremation funeral plan TV advertisement, vindicating concerns held by many funeral directors about how direct cremation is being sold to the public. 

The ASA upheld complaints from 12 individuals or organisations about an ad which appeared to suggest that a Pure Cremation funeral plan potentially included a service or gathering.

According to the ruling, Pure Cremation must not broadcast the advert “again in the form complained of”. The authority has also ordered the online direct cremation provider “to ensure their ads did not imply that their standard funeral plan included an attended funeral service if it did not, and to make clear where a plan was limited to a non-attended cremation”.

Following an investigation, the ASA considered that the information in the Pure Cremation advertisement “was not sufficient to override the overall impression created by the language used”.

SAIF’s CEO Terry Tennens hailed the decision, saying the ruling against Pure Cremation would lead to greater transparency and benefit bereaved people. 

He said: “It’s been astonishing to witness how some direct cremation TV adverts brazenly imply that a loved one who’d opted for an unattended funeral received a fitting send-off. 

“It’s vital that all direct cremation marketing clarifies that funeral services and gatherings are not only not included but that a bereaved family would have to organise it for themselves.” 

Mr Tennens added: “This ruling by the ASA will serve as a powerful reminder to those operators whose services don’t cater to the grief aspect of bereavement that they cannot play fast and loose with people at their most vulnerable. 

“There is a worrying number of people who are experiencing long-term emotional problems as a result of misleading marketing. This is leading to poor funeral choices and it’s something we need to address as a society.

“Our advice to the members of the public considering a direct cremation is to discuss what it entails with your local funeral director. They know what questions to ask people planning funerals to ensure that the most appropriate service is arranged.”

The ASA ruling follows the launch of SAIF’s Handled With Care campaign, which aims to drive awareness about the advantages and disadvantages of direct cremations, so as to help consumers make more informed funeral decisions. 

Research commissioned by SAIF revealed that as many as one in five direct cremation buyers regretted their decision, leaving them with unresolved grief and “emotional gaps”, while one in four people said they would have appreciated more guidance from direct cremation providers.

As part of the Handled With Care campaign, SAIF has launched a dedicated website – handledwithcare.org.uk – which features advice and guidance for families considering their funeral options. Consumers are encouraged to visit the website to develop a full understanding of direct cremation. 

SAIF’s top tips for making good funeral choices

  • Start funeral conversations early: don’t wait until a loved one dies to think about funeral options, as this will add unnecessary pressure at a distressing time. Talk to relatives now – while a detailed plan is fantastic, just having a rough idea of a tribute can help with planning and provide comfort.
  • Talk to different providers: speak to high street funeral directors, without obligation, about their services, different funeral types and costs to understand what is possible within your budget.
  • Use the internet for research: if you don’t feel comfortable about a face-to-face conversation with a funeral director, use the internet. Most funeral businesses have websites, which will detail their services and prices. Many are also active on social media and the content they produce will give a clear indication of their ethos and values. Also, don’t forget to look at Google and Facebook reviews.
  • Check trade association membership: try to use a funeral director who is in membership of SAIF or the NAFD, as these are inspected against a strict code of practice to ensure high standards of care and transparency.
  • Beware of “no fuss” messaging: the common refrain of “oh just put me in a box and ship me off when I die” might sound like a practical way to make a difficult time easier. But simply disposing of a deceased loved one without saying goodbye can do more harm than good in the long run. If you do want a direct cremation, make sure your family is fully onboard with the idea.

ENDS

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In light of the ASA ruling, members can be reassured that #HandledWithCare is supported by legally reviewed materials and guidance, helping them communicate clearly, accurately and responsibly.