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.”
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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.
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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 Metropolitan Police is looking into reports that Prince Andrew asked an officer to help with an attempted smear campaign against the woman who accused him of sexual assault.
Andrewreportedlytried to get his personal protection officer to dig up dirt for a smear campaign against Virginia Giuffre back in 2011, according to the Mail on Sunday.
The Met Police said it was “actively looking into the claims made”.
The prince – who gave up his Duke of York title on Friday – has been approached for comment.
Meanwhile, it has been reported Prince William is planning to take a “ruthless approach” towards Andrew when he is king. The Sunday Times suggests William will ban his uncle from “all aspects of royal life” because of the ongoing risk to the Royal Family‘s reputation after a series of damaging revelations.
A US lawyer has predicted the scandal engulfing the royal “is not going away” and more stories will “leak out”.
Gloria Allred, who represents many of the victims of the late Jeffrey Epstein, believes Andrew will not be “let off the hook” over his links to the convicted paedophile.
“This is not going away. Even though he’s no longer a duke, and Sarah Ferguson is no longer a duchess, it’s not going away,” she told Sky News.
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2:49
Who pushed Andrew to drop his titles?
Andrew relinquished his Duke of York title and remaining honours on Friday evening, after a series of fresh stories linked to the late Ms Giuffre, who was trafficked by Epstein. She died in April, aged 41, with her family saying she “lost her life to suicide”.
Andrew will retain the dukedom, which can only be removed by an Act of Parliament, but will not use it.
Asked whether the government had plans to legislate to remove Andrew’s titles, Energy Security Ed Miliband told Sky’s Sunday Morning with Trevor Phillips programme that they would be “guided by the palace” and the Royal Family.
“I think it’s really important as a government minister that we allow the Royal Family to make its decisions on these questions,” he added.
“Prince Andrew has given up these titles by agreement with His Majesty the King and I think that’s, you know, that’s obviously the position.”
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6:48
Prince Andrew urged ‘to come clean’
‘It’s not over’
Ms Giuffre alleged she was forced to have sex with Andrew when she was 17 – allegations he has always denied.
Ms Allred said: “The fact that Virginia is now deceased – may she rest in peace – doesn’t mean it’s over for Prince Andrew. It’s not over. More will come to leak out.”
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1:11
Windsor’s take on Prince Andrew
Reports of attempted smear campaign
It has now been reported that Andrew passed Ms Giuffre’s date of birth and social security number to his taxpayer-funded bodyguard in 2011, asking him to investigate.
He is said to have emailed the late Queen’s then-deputy press secretary and told him of his request to his protection officer, and also suggested Ms Giuffre had a criminal record, the Mail on Sunday reported.
A Met Police spokesperson told Sky News: “We are aware of media reporting and are looking into the claims made.”
The prince’s alleged attempt, on which the Met officer is not said to have acted, came in 2011, hours before the publication of the famous photograph of Andrew with his arm around Ms Giuffre in London, which he has claimed was doctored.
The Mail on Sunday said it obtained the email from disclosures held by the US congress.
“It would also seem she has a criminal record in the states,” Andrew said to the former press secretary, according to one email published by the newspaper. “I have given her DoB and social security number for investigation with XXX the on duty PPO.”
Ms Giuffre’s family responded, the newspaper said, saying she did not have a criminal record.
In her book, titled Nobody’s Girl: A Memoir Of Surviving Abuse And Fighting For Justice, she wrote, according to The Telegraph: “As devastating as this interview was for Prince Andrew, for my legal team it was like an injection of jet fuel.
“Its contents would not only help us build an ironclad case against the prince but also open the door to potentially subpoenaing his ex-wife, Sarah Ferguson, and their daughters, Princesses Beatrice and Eugenie.”
Image: The Duke of York and the Prince of Wales at the Duchess of Kent’s funeral last month. Pic: PA
Andrew, who remains a prince and continues to live in the Crown Estate property Royal Lodge, said on Friday that the “continued accusations about me distract from the work of His Majesty and the Royal Family”.
He insisted he was putting his “family and country first” and would stop using “my title or the honours which have been conferred upon me”.
Ms Allred told Sky News she felt Andrew’s statement on Friday, describing the scandal as a “distraction”, was an “insult” to Epstein’s victims.
“What it’s saying [the statement] is it’s continued bad PR for the monarchy,” she said.
“All right, I’m happy about this small consequence that he has to pay… no longer a duke, but look, he’s living a privileged life while many victims are still suffering from the harm that was done by many people involved with Jeffrey Epstein.”
Ms Giuffre’s family has urged the King to go further and take away Andrew’s prince title.
Pete Aitken says his daughter Hannah would still be alive if she hadn’t been sent to a series of “failing” mental health hospitals, which made her increasingly unwell.
Warning: This article contains references to suicide
Hannah Aitken was 22 when she took her own life two years ago. Her death has left her family in turmoil.
“I think about Hannah every hour of every day, more than once, every hour, every day,” her dad Pete said.
Throughout the family home are photos, candles and purple flowers, Hannah’s favourite colour. Her parents have planted a tree in the garden where her beloved trampoline once stood.
Image: Pete Aitken, whose daughter Hannah died by suicide in 2023
Hannah had autism and ADHD and struggled with her mental health. In 2017, she was sent to Huntercombe Hospital-Stafford. It was in special measures when she arrived.
Pete says the unit made Hannah worse. “I don’t believe that they gave her any care or treatment there that helped her.”
Over a period of four years, Hannah was sent to six different mental health hospitals. The majority were publicly funded and privately run.
Three were rated by the care regulator, the CQC, either ‘inadequate or ‘requires improvement’. Two of the units were closed down while Hannah was a patient.
“That to me is an indication of how bad the system is, and how bad the care that she received was,” Pete said.
“All they could do was… like prison keep her safe, but not give her any quality of life. They took all that away from her.”
Image: ‘I don’t believe that they gave her any care’, Pete says
Hannah emailed Sky News in 2023 following one of our reports to share her story.
She wrote: “I will never forget what I was put through… I put up with so much and it’s only now I realised it wasn’t right, for years I blamed myself.”
Hannah never fully recovered from her hospital admissions. In September 2023, she took a fatal dose of poison, which she had bought online.
Her family are now campaigning for a change in the law governing poisons.
Image: Family photos of Hannah Aitken, who died in 2023
Her dad said: “One gram of this poison is lethal. We found out from Hannah’s inquest she ordered a kilogramme of 99.6% purity.
“There is a legitimate use for it, but we understand that the concentration for that is something like less than 1%.”
Hannah’s death once again raises questions about why the NHSoutsources mental health services to failing private providers.
An NHS England spokesperson said: “Our thoughts are with Hannah’s family at this incredibly difficult time.
“The NHS has repeatedly made clear that all services must provide safe, high-quality care, irrespective of whether they are NHS or independent sector-led, and we continue to work closely with the CQC to monitor, identify and take appropriate action where it is needed.”
Elli Investments Group, the owners of The Huntercombe Group until 2021, has said they regret that these hospitals, which were independently managed, failed to meet expectations
Anyone feeling emotionally distressed or suicidal can call Samaritans for help on 116 123 or email jo@samaritans.org in the UK. In the US, call the Samaritans branch in your area or 1 (800) 273-TALK
Prince William is planning to take a “ruthless approach” towards Prince Andrew when he is king, according to reports, as a US lawyer predicts the scandal engulfing the royal “is not going away” and more stories will “leak out”.
The Sunday Times suggests William will ban his uncle from “all aspects of royal life” because of the ongoing risk to the Royal Family‘s reputation after a series of damaging revelations.
It comes amid reports that Andrewtried to get the Metropolitan Police to dig up dirt for a smear campaign against his sexual assault accuser Virginia Giuffre back in 2011.
Gloria Allred, who represents many of the victims of the late convicted paedophile Jeffrey Epstein, believes he will not be “let off the hook”.
“This is not going away. Even though he’s no longer a duke, and Sarah Ferguson is no longer a duchess, it’s not going away,” the US lawyer told Sky News.
Please use Chrome browser for a more accessible video player
2:49
Who pushed Andrew to drop his titles?
Andrew relinquished his Duke of York title and remaining honours on Friday evening, after a series of fresh stories linked to the late Ms Giuffre, who was trafficked by Epstein. She died in April, aged 41, with her family saying said she “lost her life to suicide”.
She alleged she was forced to have sex with Andrew when she was 17, allegations he has always denied.
“The fact that Virginia is now deceased – may she rest in peace – doesn’t mean it’s over for Prince Andrew. It’s not over. More will come to leak out,” Ms Allred added.
Please use Chrome browser for a more accessible video player
1:11
Windsor’s take on Prince Andrew
Reports of attempted smear campaign
It has now been reported that Andrew passed Ms Giuffre’s date of birth and social security number to his taxpayer-funded bodyguard in 2011, asking him to investigate.
He is said to have emailed the late Queen’s then-deputy press secretary and told him of his request to his protection officer, and also suggested Ms Giuffre had a criminal record, according to the Mail on Sunday.
Sky News has contacted the Met for comment. A spokesperson for the force told the PA news agency: “We are aware of media reporting and are looking into the claims made.”
The prince’s alleged attempt, on which the Met officer is not said to have acted, came in 2011, hours before the publication of the famous photograph of Andrew with his arm around Ms Giuffre in London, which he has claimed was doctored.
The Mail on Sunday said it obtained the email from disclosures held by the US congress.
“It would also seem she has a criminal record in the states,” Andrew said to the former press secretary, according to one email published by the newspaper. “I have given her DoB and social security number for investigation with XXX the on duty PPO.”
Ms Giuffre’s family responded, saying she did not have a criminal record, the newspaper said.
In her book, titled Nobody’s Girl: A Memoir Of Surviving Abuse And Fighting For Justice, she wrote, according to The Telegraph: “As devastating as this interview was for Prince Andrew, for my legal team it was like an injection of jet fuel.
“Its contents would not only help us build an ironclad case against the prince but also open the door to potentially subpoenaing his ex-wife, Sarah Ferguson, and their daughters, Princesses Beatrice and Eugenie.”
Image: The Duke of York and the Prince of Wales at the Duchess of Kent’s funeral last month. Pic: PA
Andrew, who remains a prince and continues to live in the Crown Estate property Royal Lodge, said on Friday that the “continued accusations about me distract from the work of His Majesty and the Royal Family”.
He insisted he was putting his “family and country first” and would stop using “my title or the honours which have been conferred upon me”.
Ms Allred told Sky News she felt Andrew’s statement on Friday, describing the scandal as a “distraction”, was an “insult” to Epstein’s victims.
“What it’s saying [the statement] is it’s continued bad PR for the monarchy,” she said.
“All right, I’m happy about this small consequence that he has to pay… no longer a duke, but look, he’s living a privileged life while many victims are still suffering from the harm that was done by many people involved with Jeffrey Epstein.”