Nurses' complaint forces change to misleading advert
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Your support makes all the difference.Health mandarins have been forced to amend their £4m advertising campaign to recruit nurses because more than 100 members of the profession complained to the television watchdog that its information was misleading.
In response, the Independent Television Commission investigated the advertisement, which claimed "an average, full-time, qualified nurse earns over £20,000 a year", and persuaded the Department of Health to alter its strapline.
The commission ruled that the original strapline implied by "average" that the majority of nurses earned £20,000, rather than the average nursing pay - with salaries ranging from £14,890 to £24,090 - was £20,000.
The advertisement, which was first screened on February 28 and shows the doctors and nurses involved in saving a child in a road accident, now states: "The average annual earnings for a full-time qualified nurse are over £21,000" - a figure including a pay increase for April. The new version was first screened on Monday.
A Department of Health spokeswoman admitted yesterday the original advertisement was misleading, as 60,000 E-grade nurses, the majority, earn less than £20,000. "We were happy to make the facts clear for the purpose of the advertising campaign. But the actual figure was never in dispute. It was just the phrasing."
Karen Jennings, head of nursing at the health union Unison, welcomed the change. "It is unfortunate that the Department of Health chose the wording it did." One nurse, who wanted to remain anonymous, said: "We couldn't believe it when we heard the figure. It's at least £5,000 out."
A newly enrolled D-grade nurse will earn, from April,£14,890 to £16,445 and an E-grade nurse between £15,920 and £19,220. Only a G-grade nurse or ward sister is guaranteed more than £20,830.
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