The Advertising Standards Authority has upheld a complaint made by a member of the public about a radio advert broadcast by the Guide Dogs for the Blind Association in November.

Guide Dogs ran a radio advert on November which a member of the public said breached the Broadcasting Committee of Advertising Practice (BCAP) code “because it was likely to be of particular interest to children and encouraged them to ask their parents to make a purchase on their behalf.”

ASA has announced today that the complaint against the advert has been upheld and ruled that Guide Dog’s advert had breached BCAP Code rule 16.3.4, which addresses “fundraising messages to children or likely to be of particular interest to them.”

The advert ran on 25 November and, according to the ASA’s ruling it “featured a little girl visiting Father Christmas. When asked what she would like for Christmas, the little girl asked for a puppy… but her mother had told her that they did not have time to look after one.

“Father Christmas replied, ‘How about a special guide dog puppy like Snowy? Your mummy can sponsor one like her for just £1 a week.” The advert concluded with the voiceover: “If you want to sponsor a guide dog puppy for someone special this Christmas, text SANTA to [telephone number] or visit [website address] and tell them Santa sent you.”

The ASA has ruled that the advert “must not be broadcast again in its current form” and said it has advised Guide Dogs to “take care when featuring elements which were likely to be of particular interest to children in future festive advertising.”

A spokeswoman from Guide Dogs said: "We were concerned to hear that a listener was upset by our re-run of a Christmas radio advertisement campaign for our Sponsor a Puppy scheme. The advert had received clearance from the relevant broadcasting authorities and received a positive response since it first broadcast in 2011.

“We would like to make it clear that we do not accept puppy sponsorships from anyone under the age of 18. However, we would like to reassure the listener that their concerns have been taken on board and we will be replacing it with a new advert this Christmas, following the RadioCentre approvals process.”

A spokesman for the Institute of Fundraising said that the body always advises its members to comply with the CAP (Committee of Advertising Practice) Code and BCAP (Broadcasting Committee of Advertising Practice).