The NSPCC television campaign that many of RK readers found most effective - click here for the forum discussing it - has been banned from being shown before the watershed. The decision by the Advertising Standards Authority [ASA] came after they received 11 complaints from members of the public with children aged between one and 10. The parents complained that their children found it too disturbing.

The decision was criticised by the NSPCC who said that they had used animation in the adverts specifically to avoid the distress that using actors might have caused. A spokesperson added that the advert's subject matter would of itself be an uncomfortable issue, but that this 'was not a good enough reason to restrict a wider audience from seeing the advertisements'.

'The animated style and child-related music was particularly attractive to young children and was likely to capture their attention,' the ASA said. 'As the ads progressed the material became quite distressing and, as the complaints showed, children were upset.'

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