18/06/2026
REGARDING PURE CREMATIONS ADVERT
You may have noticed in the news over the last day or two that a television advert from Pure Cremations has been banned by the Advertising Authority because of misleading information
Pure Cremations offer unattended direct cremation services. Their advert was deemed misleading in that people were under the assumption they would be allowed a direct cremation with an accompanying service. Some families have subsequently revealed they bought a package from Pure Cremations on the understanding they would have a direct service with an associated ceremony (and have since gone elsewhere for their funeral plans)
Virtually every independent funeral director will offer a direct cremation - many of them have much more flexibility and will include personal touches that can be tailored to the wishes of the families. Your local independent funeral director will be able to take time to discuss with you in full what your options are without the often hostile, fast-paced hard sell that you often get with some of the companies that only offer direct cremation
Funeral directors that operate as part of a chain or in a group will also more than likely offer direct cremation - but these can be very limiting and many are non-negotiable
Your independent funeral director will often allow you to have a chapel visit or to allow your loved one dressed in certain clothes and include keepsakes in the coffin. Chain funeral directors may not do this, and almost certainly a direct cremation only company will not
It's important to know what you want as part of a funeral package and that you are clear with what the funeral provider is offering. There is a section on my website that goes into more detail about what a direct cremation entails - do take a look www.celebrantjason.org.uk
Copied from Jason lightoller funeral celebrant
I will also be writing something in my page regarding this advice too.
Professional celebration of life services across London and the South East. Creating modern, non-religious funeral ceremonies tailored to your loved one.