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Ethical Giving & Responsible Storytelling

With the vision of making online giving the most trusted way of helping someone in need, here's how we ensure that we do it ethically and responsibly.

Our Commitment to Ethical Fundraising

In 2014, we witnessed a quiet shift in how people turned to their communities for help. As crowdfunding has grown, so too have the ethical questions around how we tell these stories. As a platform we are committed towards the following

Dignified Storytelling

Uphold the dignity of the individuals and families whose stories are shared

Voluntary Giving

Avoid inducing guilt or shame in donors—the choice to give must always remain voluntary and respected

Transparent Communication

Ensure donors are provided with clear, complete, and respectful information to make informed decisions

Milaap's Code of Practice

Our comprehensive guidelines ensuring transparency, safety, and trust for all users

Table of Contents

  • Respect for Donor Autonomy
  • Respect for Beneficiary Dignity & Privacy
  • Transparency in Fund Utilization
  • Explicit Consent for Image/Video Usage
  • Use of Graphic Content – Conditional & Minimal
  • Clarity on Platform Fees or Fundraising Costs
  • No Commercial Promos Misrepresented as Charity
  • Handling Donor Feedback & Complaints

Our Commitment to Ethical Representation: In Adherence to NCPCR Guidelines

About NCPCR

The National Commission for Protection of Child Rights (NCPCR) is a statutory body under the CPCR Act, 2005, mandated to monitor and ensure protection of child rights in India. It also oversees the implementation of POCSO Act, 2012; JJ Act, 2015 and RTE Act, 2009.

NCPCR Guideline

The Commission observes that using pictures or videos showcasing vulnerable children in deplorable conditions for fundraising violates child rights and the Juvenile Justice Act, 2015. It recommends refraining from such practices.

Milaap's Practice
  • Respectful Visual Representation: Images/videos of minors always blur eyes and never disclose names. Campaigns undergo strict review.
  • Informed Consent and Caregiver Involvement: Consent is recorded in English and native language. Parents are briefed on content usage across platforms.
  • Sensitive Storytelling: We avoid portraying children in pitiable conditions or using guilt-inducing narratives. Children never narrate their suffering.
  • Platform Moderation and Escalation Protocols: Content is monitored by trained teams to ensure alignment with child rights, and violations are escalated as per protocol.

Milaap’s Code of Practice

Our comprehensive guidelines ensuring transparency, safety, and trust for all users

Our Commitment to Ethical Representation: In Adherence to ASCI Guidelines

Respect for Donor Autonomy

ASCI Guidelines

Ads must not induce guilt or shame for choosing not to donate

Milaap's Practice:

  • We never associate non-donation with guilt or moral failure.
  • Ads are non-intrusive, include a "Skip Ad" option, and allow smooth transition without messaging that pressures or shames the viewer.
  • We don't spam our donors with calls or whatsapp messages.
Respect for Beneficiary Dignity & Privacy

ASCI Guidelines

Ads must not disrespect the dignity of beneficiaries, especially minors, through graphic content or exposure of identity.

Milaap's Practice:

  • No names or full faces of minors used; children are referred to as "son/daughter of...".
  • Blurring or soft-masking of children’s faces in videos.
  • No close-ups of deformities or distressful visuals.
  • Focus is on urgency and context, not visual distress.
  • Trigger warnings: “This video contains sensitive content.”
  • No visuals of pleading/folded hands.
Transparency in Fund Utilization

ASCI Guidelines

Clearly communicate whether funds may be diverted or used across beneficiaries.

Milaap's Practice:

  • Each transfer shows amount and date.
  • Stories include purpose, verification, and documents.
  • Reallocation only after donor and family consent.
Explicit Consent for Image/Video Usage

ASCI Guidelines

Express, verifiable consent required from beneficiaries/guardians.

Milaap's Practice:

  • Written consent from guardians.
  • Recorded in native language + English.
  • Form specifies scope, fees, duration, and use.
Use of Graphic Content – Conditional & Minimal

ASCI Guidelines

Any graphic image must be blurred and only accessible after a clear opt-in by the viewer.

Milaap's Practice:

  • Blur wounds/surgical content.
  • Use click-to-reveal for disturbing visuals.
  • Add trigger warnings beforehand.
  • Ethical review for all high-impact visuals.
Clarity on Platform Fees or Fundraising Costs

ASCI Guidelines

Clearly mention any platform fees or fundraiser promotion costs.

Milaap's Practice:

  • Zero platform fee for most campaigns.
  • Ad spend shown clearly if promotions are run.
No Commercial Promos Misrepresented as Charity

Milaap's Practice:

  • No sales promotions in exchange for donations.
  • Promotions are only for donation campaigns.
Handling Donor Feedback & Complaints

ASCI Guidelines

Donors must have a mechanism to raise grievances or concerns.

Milaap's Practice:

  • Dedicated redressal team in place.
  • “Have a concern?” CTAs are added.
  • We provide 'Report Campaign' option on every campaign page.
  • Feedback used to refine practices.

Our Commitment to Ethical Representation: In Adherence to NCPCR Guidelines

About NCPCR

The National Commission for Protection of Child Rights (NCPCR) is a statutory body under the CPCR Act, 2005, mandated to monitor and ensure protection of child rights in India. It also oversees the implementation of POCSO Act, 2012; JJ Act, 2015 and RTE Act, 2009.

NCPCR Guideline

The Commission observes that using pictures or videos showcasing vulnerable children in deplorable conditions for fundraising violates child rights and the Juvenile Justice Act, 2015. It recommends refraining from such practices.

Key Principles We Follow
  • Respectful Visual Representation: Images/videos of minors always blur eyes and never disclose names. Campaigns undergo strict review.
  • Informed Consent and Caregiver Involvement: Consent is recorded in English and native language. Parents are briefed on content usage across platforms.
  • Sensitive Storytelling: We avoid portraying children in pitiable conditions or using guilt-inducing narratives. Children never narrate their suffering.
  • Platform Moderation and Escalation Protocols: Content is monitored by trained teams to ensure alignment with child rights, and violations are escalated as per protocol.

Advertising Standards & Regulatory Compliance

At Milaap, we ensure our advertising practices align with nationally recognized ethical guidelines. One such standard is set by the Advertising Standards Council of India (ASCI), which governs fairness and decency in advertising.

Why It Matters

Milaap adheres to ASCI’s code to protect donor trust and prevent exploitation through advertising. This includes avoiding misleading or emotionally manipulative content and maintaining clarity, dignity, and truthfulness in all promotional messaging.

Our Commitment

We actively review promotional campaigns to ensure they meet ASCI standards, especially in sensitive medical fundraisers. This helps us uphold public trust while promoting only verified, compassionate storytelling.

Guidelines for Charitable Donations

Access comprehensive guidelines that govern advertising for charitable donations, ensuring transparency, ethical practices, and donor protection.

VIEW ASCI GUIDELINES DOCUMENT VIEW NCPCR GUIDELINES DOCUMENT