Their latest TV ad suggests that it's abuse to tell your child off for kicking a ball against the wall.

Ok we might be supposed to assume that the mother is going to lose control and hit him, but it's badly done. We could also assume that she's just going to take the ball off him, or just going to yell at him.

By suggesting that any chastisement is abuse undermines the more serious issues. I'm sure it sends the wrong message to kids too.

After a few watches, I assume the intended image is of a disfunctional family. The Dad doesnt care, the Mum is unstable, and the child is neglected.
I think thats it in a nutshell, it does not work though, if people have to analyze it to that extent.
What they need is donations not discussions.

Discussion are good too.

Even if it just makes people reinforce the boundries by saying that's going too far.

I'm not over keen on hitting children mainly because I don't think it would be acceptable if done to me.

Variations of "You've got to because that's the only way they understand" used to be justification for wife beating.

When it comes down to hitting children (Or anyone else for that matter) I do feel it's rather better if we don't.

Anyway psychological cruelty is so much more effective