The ASA's response: Dear Ms Morris Thank you for contacting us with your complaint about the Humane Slaughter Association. Our remit It might help if I explain that the ASA’s role is limited to ensuring that the content of marketing communications, as defined by the Advertising Rules, complies with the rules that we apply. I should first explain that when the ASA took on the responsibility for regulating online content, it was decided that marketing communications for causes and ideas (e.g. marketing content for campaigning groups) would only fall within our remit if they appeared in paid-for spaces, or if they contained direct solicitations for donations or purchases. Since then, the Committee of Advertising Practice (CAP, the body responsible for writing the Code that the ASA enforces) has brought our regulation of all marketing communications for causes and ideas in other media in line with this position. This means that we will only assess marketing communications for causes and ideas that appear in paid-for or donated spaces, and we won’t consider complaints about other communications (e.g. emails, leaflets, mailings, SMS text messages and the like) unless there’s an explicit solicitation for donations as part of the marketer’s own fund-raising activities. You can find out more about this position. Our decision I note the claim you have highlighted in your complaint “It is the only UK charity concerned exclusively in promoting the humane treatment of all food animals worldwide, including cattle, sheep, pigs, poultry, fish and minority species such as deer, in markets, during transport, at slaughter” does not appear to be soliciting for donations and it appears on their own website. As such, we consider these claims are not considered to marketing communications for our purposes and therefore, we cannot take your complaint further at this time. What happens next? We understand that concerns about charities might be covered by the Charity Commission and you can find details of raise your concerns with them via their website. However, if you see claims made within the context of a solicitation for donations, please do contact us again with your concerns and we will reconsider the complaint. I hope your find this information useful. Kind regards Karen Harms Senior Complaints Executive Change.org supporters, please get in contact if you have any ideas. Hannah