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ITV backs down after supporters write in over trivialisation of brain tumours

ITV has responded to Brain Tumour Research member charities and other Consortium member calls to stop trivialising Brain Tumours and withdrew its trailer for last weeks ‘My Child’s Not Perfect’ programme which implied that a mother would prefer that her child had a brain tumour than a learning disability.

In an email to people who used our template to complain, ITV Viewer Services said they will stop running the promotional advert.

The letter reads:


Thank you for your email regarding My Child’s Not Perfect on-air promotion.

We are very sorry to hear that you were offended by our promotions for ‘My Child’s Not Perfect’.  The programme deals with very sensitive issues and therefore by its nature this is a difficult thing to promote without touching on subjects which some people will find upsetting. 

However we did not believe that the quote you refer to (‘I wished it had been a brain tumour, because at least then they could have cut it out’) was in any way wishing ill on others or making light of tumours.  The mother is simply expressing her feelings about her own child’s condition, in quite dramatic terms.  It is actually the fact that people know that brain tumours are a very serious and traumatic condition that gives this mother’s statement such impact.

Going forward however, we are happy to acknowledge your concerns and to avoid further upset, we have stopped running this version of the advert.

I hope this is a satisfactory outcome and once again we are sorry for any distress the advert caused.

May I take this opportunity to thank you for taking the time to contact us here at ITV as we always welcome viewers’ feedback.

If we can be of further assistance please do not hesitate to contact us.

Kind regards

Julia (and others)


Having received feedback about the actual showing of the programme the piece was left in, but the mother who said it was clearly distressed about her child’s condition.

If you would like to raise your concerns with OFCOM please use the following link


It will help raise awareness of the issues of brain tumours and may help ITV and other channels consider more carefully the facts about brain tumours

Let us know how you get on

Sue x

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