Barnarodo’s advertisement showing scenes of children being emotionally and physically abused received more than 800 complaints. In that advertisement, a teenage girl is shown behind bars, then at a dining table where a man hits her on the head and calls her a ‘worthless little cow’. The scenes are repeated at increasing speed, emphasizing the girl’s sobs and the sound of the slap.

Many people were concerned about the imagery of drug use and abuse, because the advertisement was being shown at times when children could be watching. Some viewers were also worried about the imagery, which can saddens some people who had suffered such treatment. However, according to the ASA (Advertising Standards Authority), the imagery involving the violence, although shocking to watch, pictured the violence as unacceptable behavior and did not condone or encourage it. They further added that the ads were appropriately scheduled and away from programs popular with children.

According to the Diana Tickell, Barnardo’s spokeswoman, the vicious cycle of crime, abuse, exclusion and deprivation are the great threat to most vulnerable children and hoped the viewers of this ad would be able to look beyond the challenging story. She further added, they must realize the fact that this is a very big and real issue and the story will keep reiterating until someone stops it.