17/06/2026
🚨🚨🚨PURE CREMATION ADVERT BANNED BY THE ASA🚨🚨🚨
SAIF and NAFD welcomes the latest ruling by the Advertising Standards Authority (ASA) to uphold a complaint about Pure Cremation’s misleading advert.
The advert implied that an in-person funeral service was part of its standard plan, which it is not. Twelve complaints were received by the ASA, highlighted that the advert was misleading.
Transparency is everything in our sector. It is important that, when people choose a “direct cremations”, they understand that they are not in-person funerals, but unattended cremations with no service.
Providing clear information on what they are buying at one of the most difficult times in life is a contract that should never be broken. We discuss what is included in an "unattended cremation", That they can have their loved one dressed in own clothes and say their last goodbyes in the funeral home chapel prior to the loved one being taken to the crematorium.
We are happy to discuss what is possible, just call into the funeral home or call us on 01889 574593
🚨🚨🚨PURE CREMATION ADVERT BANNED BY THE ASA🚨🚨🚨
The NAFD welcomes the latest ruling by the Advertising Standards Authority (ASA) to uphold our complaint about Pure Cremation’s misleading advert. The advert implied that an in-person funeral service was part of its standard plan, which it is not. Our complaint, one of twelve received by the ASA, highlighted that the advert was misleading.
Transparency is everything in our sector. It is important that, when people purchase “direct cremations”, they understand that they are not in-person funerals, but unattended cremations with no service.
Providing our customers with clear information on what they are buying at one of the most difficult times in life is a contract that should never be broken.
It matters because we only get one chance to say goodbye, and funerals are at the heart of that. They bring families, friends and communities together. Saying farewell in the way that our customers want helps manage the long-term impacts of grief.
It is upon all of us in the sector to ensure families understand the differences between all available options so they can make an informed choice about what matters most to them. If the people are misled about what the final moment of departure entails, it can leave an indelible mark on them for a lifetime.
