Marketing is an essential tool in business. Some individuals understand how to market effectively, while others do not. Marketing, much like life, operates according to a set of principles and guidelines. There are laws that regulate marketing conduct, yet not all individuals appear to adhere to them.
This becomes particularly relevant when examining recent content shared by Jayne’s Baby Bank, an entity historically presented as a charitable or community-based organisation. Two recent videos, circulated via Facebook and TikTok, appear to employ deceptive marketing tactics. These materials warrant closer scrutiny.
VIDEO CONTENT ANALYSIS
Video number one features the Baby Bank branding prominently acting as a large watermark, one can vaguely discern what appears to be a shop interior. The accompanying audio states it is a “Giant Charity Shop.” This video was sourced from Becky’s Bazaar and originally shared on 2 July 2023.
Video number two contains footage from inside various Jayne’s Baby Bank locations, both past and present, with audio taken from the TikTok account carbootisfull, dated 16 April 2024. The narration describes the location as one of those “massive charity stores.” This further highlights what appears to be a deliberate attempt to promote the organisation as a charity shop while allegedly not operating as one.
SOURCE LINKS:
SOURCE: Jayne’s Baby Bank – Original Video
SOURCE: Jayne’s Baby Bank – Original Video
COMMENTARY FROM TEAM SHERLOCK
These two videos, disseminated across public social media platforms, raise concerns regarding false representation. In both cases, the video content strongly implies that the establishment is a registered charity or charity shop, a claim that, according to existing documentation, is unsubstantiated.
1. False or Misleading Advertising
According to the Consumer Protection from Unfair Trading Regulations 2008 (UK), it is illegal to present false or misleading information that influences consumer decisions. This includes implying that a business has charitable status when it does not.
📌 Legal Reference:
Consumer Protection from Unfair Trading Regulations 2008, Regulation 5 and Regulation 6 – prohibits “misleading actions” and “misleading omissions” in commercial practice.
Advertising rules also apply. Ads and promotions must not mislead, and charity-linked promotions have specific disclosure requirements under the ASA/CAP Code. Breaches can trigger enforcement action by the Advertising Standards Authority (ASA).
This raises questions about whether Jayne’s Baby Bank is unlawfully advertising itself as a charity to gain consumer trust or increase donations. Furthermore, it is a specific offence under section 63 of the Charities Act 1992 to solicit money or other property while representing that an organisation is a registered charity when it is not. This is exactly the situation when trading “under the pretence it’s a registered charity.”
These combined legal provisions significantly increase the seriousness of the misleading representations seen in the social media content.
MISREPRESENTATION OF STATUS
The phrases “Giant Charity Shop” and “massive charity stores” appear inconsistent with publicly available information. According to Charity Commission UK records (as of 15 September 2025), there is no registered charity under the names Jayne’s Baby Bank, Carrie Anne Ridsdale, or Jayne Price.
📌 Reference:
Charity Commission UK – Search: https://register-of-charities.charitycommission.gov.uk/
This directly contradicts the charitable impression conveyed in the aforementioned videos and may constitute both regulatory and criminal breaches.
QUESTIONS RAISED
- Why is Jayne’s Baby Bank consistently described or branded as a charity in media if it is not legally registered as one?
- Has trading under this impression influenced donations or public support under false pretences?
- Are there consumer protection violations given the misleading terminology in video content?
- What regulatory oversight exists to prevent continued misrepresentation across social media platforms?
CONCLUSION
Carrie Anne Ridsdale’s activities under the guise of Jayne’s Baby Bank appear to exhibit a pattern of contradictory public behaviour, unverified claims, and potentially unlawful trading practices.
Sherlock’s findings suggest this warrants the attention of:
- Charity Commission for England and Wales
- Advertising Standards Authority (ASA)
Further public transparency is required to ensure community safety and to prevent ongoing reputational harm or consumer deception.
Sherlock