 Critic D. J. Taylor felt that this qualification let the campaign down, but admired it for introducing some tentativeness into an often polarised debate, while atheists including A. C. Grayling think that they can be certain there is no God and therefore the word 'probably' should not be used.It was also suggested that inserting the word would avoid a breach of the Advertising Standards Authority's rules.The final phase of the campaign challenged the idea that children should be labelled with their parents' religion.