Most Brits believe ads which try to shock are justified if they are attempting to raise awareness for a charity.

Research from YouGov found that 79 per cent of the British public were happy with use of shock tactics for a good cause and one in four took action as a result of such advertising. Their support is highest for charities working in domestic violence (82%), child poverty (78%) and animal cruelty (75%), while there is less support for shock tactic advertising use for charities working in the environmental sector (62%), or with physical disability (65%) and mental illness (68%).

YouGov carried out the survey to gauge the views of the British public on various issues facing the charity sector, including Gift Aid reforms and online fundraising. 

Naomi Barber, senior research executive in YouGov’s Public Sector Consulting team, said: “These results provide interesting reading for a sector which must negotiate ways to get a memorable message across to the public, while being wary of alienating them."