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.”
Conservative Party leader Kemi Badenoch has called on Sir Keir Starmer to sack Treasury minister Tulip Siddiq over allegations she lived in properties linked to allies of her aunt, Sheikh Hasina, the deposed prime minister of Bangladesh.
It comes after the current Bangladeshi leader, Muhammad Yunus, said London properties used by Ms Siddiq should be investigated.
He told the Sunday Times the properties should be handed back to his government if they were acquired through “plain robbery”.
Tory leader Ms Badenoch said: “It’s time for Keir Starmer to sack Tulip Siddiq.
“He appointed his personal friend as anti-corruption minister and she is accused herself of corruption.
“Now the government of Bangladesh is raising serious concerns about her links to the regime of Sheikh Hasina.”
Ms Siddiq insists she has “done nothing wrong”.
Her aunt was ousted from office in August following an uprising against her 20-year leadership and fled to India.
Ms Siddiq is also named with her aunt in Bangladesh court documents about meetings with the Russian government.
Tory leader Kemi Badenoch has called on Sir Keir to sack the minister
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As economic secretary to the Treasury, Ms Siddiq is responsible for policy on both the City and tackling corruption.
She referred herself to the prime minister’s ethics watchdog on Monday following the reports about the properties.
On the same day, the prime minister said: “Tulip Siddiq has acted entirely properly by referring herself to the independent adviser, as she’s now done, and that’s why we brought into being the new code.
“It’s to allow ministers to ask the adviser to establish the facts, and yes, I’ve got confidence in her, and that’s the process that will now be happening.”
Police in Aberdeen have widened the search area for two sisters who disappeared four days ago in the city.
Eliza and Henrietta Huszti, both 32, were last seen on CCTV on Market Street after leaving their home on Tuesday at around 2.12am.
The sisters – who are part of a set of triplets and originally from Hungary – crossed the Victoria Bridge to the Torry area and turned right on to a footpath next to the River Dee.
Eliza and Henrietta Huszti were last seen on CCTV in Market Street. Pic: Police Scotland/PA
They headed in the direction of Aberdeen Boat Club but officers said there is no evidence to suggest the missing women left the immediate area.
Specialist search teams, police dogs and a marine unit have been trying to trace the pair.
The sisters crossed Victoria Bridge before walking along a footpath next to the River Dee
The pair were heading in the direction of Aberdeen Boat Club on the south side of the River Dee
Further searches are being carried out towards the Port of Aberdeen’s South Harbour and Duthie Park.
Police Scotland said it is liaising with authorities in Hungary to support the relatives of the two sisters.
Chief Inspector Darren Bruce said: “Eliza and Henrietta’s family are understandably extremely worried about them and we are working tirelessly to find them.
“We are seriously concerned about them and have significant resources dedicated to the inquiry.”
The sisters, from Aberdeen city centre, are described as slim with long brown hair.
Henrietta Huszti. Pic: Police Scotland
Eliza Huszti. Pic: Police Scotland
Officers have requested businesses in and around the South Esplanade and Menzies Road area to review their CCTV footage for the early morning of Tuesday 7 January.
Police added they are keen to hear from anyone with dashcam footage from that time.
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