A fierce blow counter-diley film ad was pulled after the Watchdog was misleading, offensive and promoted celebrations from farm leaders.
The decision by the Advertising Standards Authority (ASA) is Vegan Charity Viva! Prohibited controversial Cinema Advert created by.
The 50-second ad, titled “Scary Dairy,” aired in cinemas earlier this year, features a dark emotional scene in which a man creeps out the baby from a crying mother, saying, “You can’t have a baby because you want your milk.”
The ASA supported a series of complaints and concluded that the ads were likely to cause serious or widespread crime and unfair distress for viewers.
As a result, it should not be displayed again in its current format. Advertising Watchdog ruled.
The ad prompted a flood of complaints from representatives of the agricultural community and industry, including formal submissions from the Ulster Farmers’ Union (UFU) and the Northern Ireland Dairy Council (DCNI).
Both organizations said the decision would set important precedents and strengthen the importance of accuracy and accountability in advertising, particularly when it involves sensitive sectors such as agriculture and animal welfare.
UFU Vice President John McClellagan said Viva! The film ads felt they had caused a flood of complaints from members and unfairly slandered the dairy sector.
“The advertising message was not only misleading and inaccurate, but also harmful to the dairy sector we represent,” he said.
He highlighted high animal welfare standards that farmers support the deep concerns that the ads raised. “It was extremely painful for our members to witness this ad.
“They were overly concerned about the false story that was portrayed by the public and how it would be interpreted,” he said.
“We are therefore pleased that the ASA has recognized the validity of the complaints and that the ASA has taken decisive action.”
Reflecting these concerns, Dairy Council NI CEO Ian Stevenson said the campaign was nerve-wracking at farmers who felt the campaign had misrepresented their work badly.
“Farmers were rightly frustrated and actually got mad at this campaign that conveniently overlooked the deep commitment that local farmers and their families have to every animal in their flock,” he said.
He emphasized that local dairy producers maintain consistently strong welfare standards. “We ensure that all calves born on dairy farms in Northern Ireland are extremely valuable and raised accordingly, as they are achieved with the care they consistently show.
“This ad from Viva! There was nothing to tell the real story of what was actually going on here on the dairy farm. So we welcome the ASA ruling to the UFU.”
