A dementia ad which detailed how a woman affected by Alzheimer’s disease died “again, again and again” received 235 complaints by viewers.
The Alzheimer’s Society ads were broadcast on both TV and radio in March and April, but some viewers claimed they caused “unjustifiable distress” and were irresponsible.
The ad featured a man at his mother’s wake describing how dementia eventually made her forget even the basics, including his name.
Image: The ads have been cleared of causing ‘unjustifiable distress’. Pic: PA
“Mum first died on the 12th of May 2019 when she couldn’t work out how to prepare her legendary roast any more,” he said.
“The style icon of the Covington estate. Mum died as a fashionista the day she couldn’t get dressed into her colourful outfits.”
He continued: “She died as the queen of Christmas when she refused to have dinner with the family. 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.”
Advertisement
Image: The ad switched between scenes of the woman’s past life. Pic: PA
A voice-over then said: “With dementia, you don’t just die once. You die again and again and again. Which is why at Alzheimer’s Society we’ll be with you again and again and again.”
Viewers complained that the ads were excessively distressing, offensive and irresponsible.
However, the ads have now been cleared by the Advertising Standards Authority (ASA) as they found that “any distress caused was justified by the ads’ messages”.
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 charity said the script was written by a person who had lost their father to dementia 18 months previously “for whom the long goodbye rang true”.
Ad clearance agency Clearcast said they understood the ads could be upsetting but did not believe they were irresponsible or exploitative.
Follow Sky News on WhatsApp
Keep up with all the latest news from the UK and around the world by following Sky News
When approving the ads, they took into consideration that the Alzheimer’s Society was an authority on the issue, and provided support for people living with Alzheimer’s as well as investing in research into the disease.
The ASA said the ads, and particularly the references to death, could cause a significant emotional impact with a wider audience.
The ASA said: “We acknowledged that the ads, and particularly the references to dying ‘again and again and again’ were likely to cause potentially significant distress to some people with Alzheimer’s, particularly to those who had recently been diagnosed.
“However, we considered that the ads presented an accurate and sensitively delivered portrayal of the reality of the disease.”
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.”
The families of three of the British victims of last week’s Air India crash in Ahmedabad have criticised the UK government’s response to the disaster, saying they “feel utterly abandoned”.
It comes after an Air India Dreamliner crashed shortly after take-off from Ahmedabad airport in western India, killing 229 passengers and 12 crew. One person on the flight survived.
Among the passengers and crew on the Gatwick-bound aircraft were 169 Indian nationals, 53 Britons, seven Portuguese nationals and one Canadian national.
In a statement, the families of three British citizens who lost their lives said they were calling on the UK government to “immediately step up its presence and response on the ground in Ahmedabad”.
The families said they rushed to India to be by their loved ones’ sides, “only to find a disjointed, inadequate, and painfully slow government reaction”.
“There is no UK leadership here, no medical team, no crisis professionals stationed at the hospital,” said a family spokesperson.
“We are forced to make appointments to see consular staff based 20 minutes away in a hotel, while our loved ones lie unidentified in an overstretched and under-resourced hospital.
“We’re not asking for miracles – we’re asking for presence, for compassion, for action,” another family member said.
The families listed a number of what they called “key concerns”, including a “lack of transparency and oversight in the identification and handling of remains”.
They also demanded a “full crisis team” at the hospital within 24 hours, a British-run identification unit, and financial support for relatives of the victims.
A local doctor had “confirmed” the delays in releasing the bodies were “linked to severe understaffing”, according to the families, who also called for an independent inquiry into the UK government’s response.
“Our loved ones were British citizens. They deserved better in life. They certainly deserve better in death,” the statement added.
Sky News has approached the UK’s Foreign, Commonwealth and Development Office for comment.
Families and friends of the victims have already expressed their anger and frustration – mostly aimed at the authorities in India – over the lack of information.
A mother-of-four was among two skydivers who died following a “tragic accident” at an airfield in Devon.
Belinda Taylor was pronounced dead at the scene following Friday afternoon’s incident in the area of Dunkeswell Aerodrome near Honiton.
On Facebook, her partner Scott Armstrong wrote: “I miss you so much, you were my best friend.
“Thank you for everything you’ve done for me, from making my children feel at home to putting up with my mess.
“… there’s just so much that I don’t have the words to express it.
“I feel so lost. I don’t know where home is without you.”
Image: Dunkeswell Aerodrome near Honiton, Devon. Pic: Google Street View
Ms Taylor’s eldest son, Connor Bowles, paid tribute to a “selfless woman” who was also a grandmother to two young children.
Thanking investigators for their work so far, he told DevonLive: “She will be deeply missed and will leave an everlasting impression on all those she has met in life.”
The identity of the second skydiver who died is yet to be made public, but their family has been informed.
British Skydiving has confirmed it will be investigating the incident – with a report sent to the coroner, the Civil Aviation Authority and the police.
In a statement, SkydiveBuzz, which operates at the airfield, said its “deepest condolences go out to the families, friends and everyone affected by this devastating event”.
A spokesperson added: “Safety is, and always has been, our top priority. We are fully cooperating with the investigation and continue to uphold the highest possible standards in everything we do.
“No further details will be provided at this time. We respectfully ask for privacy for all those affected, including our team, during this incredibly difficult time.”
Career spy Blaise Metreweli will become the first woman to head MI6 in a “historic appointment”, the prime minister has announced.
She will take over from Sir Richard Moore as the 18th Chief, also known as “C”, when he steps down in the autumn.
“The historic appointment of Blaise Metreweli comes at a time when the work of our intelligence services has never been more vital,” Sir Keir Starmer said in a statement released on Sunday night.
“The United Kingdom is facing threats on an unprecedented scale – be it aggressors who send their spy ships to our waters or hackers whose sophisticated cyber plots seek to disrupt our public services.”
Of the other main spy agencies, GCHQis also under female command for the first time.
Anne Keast-Butler took on the role in 2023, while MI5 has previously twice been led by a woman.
Until now, a female spy chief had only headed MI6– also known as the Secret Intelligence Service (SIS) – in the James Bond movies.
Image: Blaise Metreweli is the first woman to be named head of MI6. Pic: Reuters
Dame Judi Dench held the fictional role – called “M” in the films instead of “C” – between 1995 and 2015.
Ms Metreweli currently serves as “Q”, one of four director generals inside MI6.
The position – also made famous by the James Bond films, with the fictional “Q” producing an array of spy gadgets – means she is responsible for technology and innovation.
Ms Metreweli, a Cambridge graduate, joined MI6 in 1999.
Unlike the outgoing chief, who spent some of his service as a regular diplomat in the foreign office, including as ambassador to Turkey, she has spent her entire career as an intelligence officer.
Much of that time was dedicated to operational roles in the Middle East and Europe.
Ms Metreweli, who is highly regarded by colleagues, also worked as a director at MI5.
In a statement, she said she was “proud and honoured to be asked to lead my service”.
“MI6 plays a vital role – with MI5 and GCHQ – in keeping the British people safe and promoting UK interests overseas,” she said.
“I look forward to continuing that work alongside the brave officers and agents of MI6 and our many international partners.”
Sir Richard said: “Blaise is a highly accomplished intelligence officer and leader, and one of our foremost thinkers on technology. I am excited to welcome her as the first female head of MI6.”