Alzheimer’s Society ad on mother dying ‘again and again’ cleared despite being accused of causing ‘unjustifiable distress’
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.
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.
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“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.”
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.”
Thousands of members of actors’ trade union Equity are being asked whether they would support industrial action over artificial intelligence protections.
The organisation has launched an indicative ballot among about 7,000 members working in film and TV.
Performers are being asked whether they are prepared to refuse to be digitally scanned on set in order to secure adequate artificial intelligence protections.
It will be the first time the performing arts and entertainment trade union has asked this whole section of its membership to vote in a ballot.
The Hollywood strikes took place in 2023. File pic: AP
The announcement follows the Hollywood strikes in 2023, when members of Equity’s sister union in the US, SAG-AFTRA, and writers, went on strike over issues including AI.
Video game actors in the US also protested over the use of AI, ending almost a year of industrial action earlier in 2025.
Equity’s ballot opens on Thursday and runs for two weeks, and will show the level of support the union has for action short of a strike.
Another statutory ballot would have to be made before any industrial action is taken.
“While tech companies get away with stealing artists’ likeness or work, and the government and decision makers fret over whether to act, unions including Equity are at the forefront of the fight to ensure working people are protected from artificial intelligence misuse,” Equity general secretary Paul W Fleming said in a statement.
“If bosses can’t ensure someone’s likeness and work won’t be used without their consent, why should performers consent to be digitally scanned in the first place?”
Mr Fleming said the ballot would give members the opportunity to “send a clear message to the industry: that it is a basic right of performers to have autonomy over their own personhood and identity”.
The union has no choice but to recommend members support industrial action, he said.
“It’s time for the bosses to step away from the brink and offer us a package, including on AI protections, which respects our members,” added Mr Fleming.
The hotly anticipated Spotify Wrapped is revealing our top tracks, artists and albums for 2025.
But how does the streaming service calculate personalised summaries of users’ listening habits and rank the UK’s hottest artists?
Here’s a look at how your data is used.
The platform describes the annual statistics as “a chance to look back on your year in sound”.
It says data is captured between January and mid-November on every account, although it mostly excludes anything streamed in private mode. (Don’t worry, your passion for the Spice Girls can be kept secret.)
Wrapped presents personalised listening statistics, which Spotify calls the “real story of your year of listening”, alongside global figures for comparison.
The streaming service says Minutes Listened reflects the actual time spent listening to audio on the platform.
Once a user streams at least 30 tracks, Spotify generates a list of Your Top Songs. Similarly, Your Top Artists ranks artists based on total minutes listening to a particular performer.
Other metrics identify the top genres users have played, as well as podcasts and audiobooks ranked by total minutes listened. And if you’ve listened to at least 70% of tracks on a record, you’ll see top albums too.
Spotify also creates Your Listening Age, a guesstimate of your age based on the era of the music “you feel most connected to”.
The streaming service says the statistic is calculated using a five-year span of music which users engaged with more than other listeners of a similar age.
Spotify has been summing up 2025’s most listened to tracks. Pic: Spotify
Swift vs Bunny
Pop superstar Taylor Swift has been named the UK’s most-streamed artist on Spotify for the third year in a row.
But she dropped out of the top spot in the global rankings, coming second to Puerto Rican superstar Bad Bunny, who secured more than 19.8 billion streams. Third were The Weeknd, followed by Drake and Billie Eilish.
Bad Bunny’s LP Debi Tirar Mas Fotos was the most listened-to album worldwide.
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Spotify revealed Drake was the UK’s second most-listened to artist, followed by Sabrina Carpenter in third, The Weeknd in fourth and Billie Eilish in fifth.
Despite being the most listened-to artist, Swift failed to break into the UK’s top five most listened-to songs and albums of the year.
Alex Warren’s Ordinary was the most-streamed song, and Short ‘N’ Sweet, released by Carpenter last year, the top album.
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