Notifications can be managed in browser preferences.Jump to contentIndependentSwipe for next articleIndependent Bulletin homepageDownload our appAllNewsSportCultureLifestyleJosie ClarkeWednesday 17 June 2026 02:01 BSTPure Cremation’s advert has been pulled be regulators for claiming an attended funeral service was part of its standard plan (PA)The Advertising Standards Authority (ASA) has banned a television advert for direct cremation company Pure Cremation.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.In fullCremation advert banned over ‘misleading’ funeral service claimsThank you for registeringPlease refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged in