The ban followed complaints that the advert misleadingly suggested an attended funeral service was part of its standard plan.
The advert depicted a post-cremation celebration at home, with dialogue implying a “dignified cremation” at Pure’s “beautiful crematorium” and staff interaction.
Despite Pure Cremation’s defence that the ad portrayed a private, post-cremation remembrance, the ASA ruled the overall impression suggested a personal and ceremonial experience not offered.
Terry Tennens of the National Society of Allied and Independent Funeral Directors (Saif) welcomed the decision, warning that misleading marketing can lead to “poor funeral choices” and emotional problems for families.
