UK watchdog bans vegan friendly advertisement

The UK’s advertising watchdog has banned a TV ad for Vegan Friendly UK after complaints from 63 viewers, some who said it vilified meat eaters.

The ad, shown in March, showed two women and a man sitting around a table eating fish and meat while discussing animal welfare. The situation aimed to highlight the inconsistency of many consumers.

Vegan Friendly, which certifies restaurants and products as vegan friendly, said the imagery was no different to much of that seen on the high street and “would not feel out of place in a cooking programme or nature documentary.”

Viewers, however, disagreed. Some said it contained graphic imagery and “gratuitous violence towards animals, which caused unnecessary distress to viewers.”

Others said it was “offensive because it vilified meat eaters.”

The ASA said several clips “were likely to cause distress to both younger and adult audiences.”

Vegan Friendly argued that the ad “highlighted potential hypocrisy, and the contradictions between what people said and their actions.”

The aim of the ad, they clarified, was to encourage meat eaters who were against animal cruelty to reconsider their actions.

Article written by Julia M. Thompson – United Kingdom