Back
23· Cooling
Technology4h 53m ago
A TV advert for the direct cremation firm Pure Cremation has been banned by the Advertising Standards Authority (ASA) for misleadingly implying their standard plan included an attended funeral service.
Archive Window: 7 Days Left
UK
Who
Pure Cremation, Advertising Standards Authority (ASA), Terry Tennens
What
A TV advert for the direct cremation firm Pure Cremation has been banned by the Advertising Standards Authority (ASA) for misleadingly implying their standard plan included an attended funeral service.
When
Tue, 16 Jun 2026 23:01:00 GMT · 4h 53m ago
Where
UK ·
Why
The ASA upheld complaints that the ad's setting and wording, despite a disclaimer, created an overall impression of a personal and supported funeral experience with an in-person element, which is not part of the standard package.
The Frontline Impact
How this affects you
This ruling highlights the need for direct cremation companies to clearly differentiate their services from traditional funerals to prevent misleading the public. Misleading marketing in this sector can lead to emotional distress for bereaved families and inappropriate funeral choices.
Story chain
2 events in this thread- Currently Reading4h 53m agoA TV advert for the direct cremation firm Pure Cremation has been banned by the Advertising Standards Authority (ASA) for misleadingly implying their standard plan included an attended funeral service.
- Technology4h 53m agoA TV advert for the direct cremation firm Pure Cremation has been banned by the Advertising Standards Authority (ASA) for misleadingly implying its standard plan included an in-person funeral service.Open article