Religion, Faith and Related Systems of Belief
3 Religion, Faith and Related Systems of Belief
Central copy clearance is required.
These Rules apply to advertising submitted by, or on behalf of, any body with objects wholly or mainly of a religious nature or which is directed towards any religious end. They also apply to advertising which is related to systems of belief or philosophies of life which do not involve recognition of a deity but which can reasonably be regarded as equivalent or alternative to those which do. The term ëreligiousí should also be interpreted as referring to this wider category.
All advertising subject to this Rule must also comply with the general requirements of the Code, particularly Section 2, Rule 15 which prohibits advertising of a political character, and in the case of religious charities, Section 3, Rule 2 Charity Advertising.
3.1 Refusal to Broadcast Religious Advertising
Licensees who do not wish to carry religious advertising at all are free not to do so, subject to the provisions of the Human Rights Act 1998, provided this does not involve unreasonable discrimination either against, or in favour of, any particular advertiser.
3.2 Unacceptable Advertisers
No advertising is acceptable from bodies:
i who practise or advocate illegal behaviour;
ii whose rites or other forms of collective observance are not normally directly accessible to the general public.
See also Section 2 Rule 10 Harm.
3.3 Identification and Transparency
The name and group faith of the religious advertiser must be clearly identified in the advertisement concerned.
A generic identification can be used where a number of religious groups advertise within a single advertisement, provided that the faith/creed which they share in common is made clear.
Where religious advertisers include several faiths, the name of the generic plus ‘inter-denominational’ or ‘multi-faith’ may be sufficient under the requirements of this Rule.
3.4 Denigration and the Use of Fear
Advertising must not denigrate religious faiths, beliefs or philosophies of life. Claims to the effect that a particular religion is the ‘only’ or ‘true’ faith are also unacceptable. Advertising must not play on fear; references, both explicit or implicit, to the alleged consequences of not being religious or not subscribing to a particular faith or belief are unacceptable.
3.5 Harm and Exploitation
Advertising must not harm listeners nor exploit, either personally or financially, their vulnerability. See also Section 2 Rule 10 Harm.
In particular, the elderly and the bereaved may be at risk from exploitation.
3.6 Doctrinal References and Exhortations
a) Matters of doctrine or belief should not be expressed as unqualified fact and can only be stated in ways which make it clear to listeners that they represent the views of the advertiser;
b) Listeners must not be exhorted to change their beliefs or religious behaviour.
3.7 Benefit Claims, Faith Healing, Miracles and Counselling
a) Advertising must not make claims for the efficacy of faith healing, miracle working or counselling;
b) References (individual or otherwise) to the benefits of religion for personal well-being should be restrained in manner, and capable of substantiation.
3.8 Children and Young People
a) Only advertising for suitable public events, such as religious services or festivals, and responsible, commercially available merchandise based on religious themes and designed for children or young people may be directed at those aged below 18 years, provided the marketing of the events/products concerned is not ancillary to recruitment or fundraising;
b) Child voiceovers should usually not be used in religious advertisements, with the exception of those which only promote recognised seasonal events, such as carol services or Diwali, in which children are particularly likely to take part. They should not be used to promote doctrine or beliefs.
3.9 Appeals for Donations
Religious organisations/charities may advertise for funds or the donation of products/services for charitable purposes provided that they comply with all relevant Rules in this Code on Charity advertising. Appeals for donations may not state or imply that such donations are in exchange for prayers or other spiritual benefits.
In order that listeners may be fully informed and not misled, particular transparency is required in this area, and advertisers should give details of fund raising activities to the RACC prior to clearance.
3.10 Sacred or Religious Music
Caution should be exercised when religious music, such as hymns and including Christmas carols, is used in advertisements.
Tasteful use may be acceptable if the subject matter is relevant, for example, in an advertisement for a concert performance. It would be inappropriate, however, for religious music to be re-worked to advertise an unrelated product.
3.11 Acts of Worship
Treatments which involve acts of worship or prayer must not denigrate and must be acceptable in context.
3.12 Divination and the Supernatural
Astrological services, along with products and services of a psychic nature, such as clairvoyance, divination, mediumship and psychic exhibitions or fairs, may be advertised but no claims of efficacy can be made or implied. Advertising must conform to the Rules in this Code on Harm, and scheduling restrictions may apply.