The above stunt, created nine years ago by The Real Countryside Alliance at the Uffington White Horse, caused no damage but because it was unauthorised by its National Trust guardians it was deemed a bad thing.
On the other hand, the one below (promoting Big Brother in 2003) was considered a “good stunt” to start with (presumably, since the Trust accepted £2,000 for allowing it). But then, after complaints about the lack of respect for monuments and the bad example it set, their spokesman announced “we might have got this wrong”.
Then in 2012 when Paddy Power did this at Uffington it was deemed a bad stunt but not for the Big Brother “lack of respect” reason but for the Countryside Alliance “lack of permission” reason. For their part, Paddy Power dealt with criticism by donating some penance money to charity whereupon they seem to have been forgiven.
Thus it seems the “respect for monuments” complaint is sometimes but not always recognised as valid by the Trust. The latest example of that uncertainty is that the Trust has recently allowed a moustache to be added to the Cerne Abbas Giant because it was in aid of charity.
Two important questions arise: do stunts carry a risk of damaging copycatting elsewhere and if so do “charitable purposes” justify taking such a risk? It would be good if the Trust clarified their policy.
Update 28 November:
This theoretical image produced by Paul Barford raises issues of principle that would need addressing if the Trust is to formulate and publish a clear policy:
No doubt (these days) a proposal to brandalise a hill figure by a pro-hunting group would be given short shrift and the same would apply to artefact hunters (bearing in mind the Trust doesn’t allow metal detecting on it’s land). But what if it was in order to advertise a metal detecting rally “in aid of charity” (as so many are these days) – maybe even the very charity the moustache stunt was in aid of? Do the means justify the ends? Our conviction is no, in the case of both detecting rallies and brandalising, but it seems it is a matter that is yet to be fully addressed by the Trust.