Beatbullying advert deemed too disturbing for TV

Clearcast, the organisation that grants clearance to TV advertising, has refused permission to air the charity's advert.

The graphic imagery of a girl sewing her mouth closed, to symbolise the suffering in silence that many bullying victims endure, was deemed to be too disturbing for TV audiences.

The advert, which is part of a £1.2m advertising campaign, has been granted clearance to air in cinemas for films with a 12A rating and is also being shown on YouTube by the charity.

The campaign has been timed to mark the first anniversary of the death of bullying victim Megan Gillan, who died at the age of 15 last year after taking an overdose of painkillers.

The charity also hopes the campaign will drive traffic to its peer mentoring support site, www.cybermentors.org.uk.

Latest research among users of the site found that more than two-thirds discussed mental health issues, such as depression. The research also found that 7 per cent of users were self-harming.

Emma-Jane Cross, chief executive of Beatbullying, said: "We are proud of this advert and the way it makes you stop and understand the impact bullying can have on its victims. But we were disappointed that Clearcast refused to let this advert go onto TV."

Alice Shelley, copy group manager at Clearcast, said that the advert was refused permission after the script was submitted to them. The full version of the advert has not yet been submitted to Clearcast.

She said: "There is a clear line between making an impact and causing offence that concerned us here. But that decision was taken after we saw the script. It may well be the case that they submit the full version at a later date."