Two vegan ads have been banned by the watchdog from advertising, amid claims that were misleading and “distressing”.
A TV ad from Vegan Friendly UK sparked complaints about the use of graphic images of distressed animals playing alongside people eating.
The ad, seen in March, featured two women and a man around a table juxtaposed with clips of a fish head that was still out of breath, a live piglet next to a pig with its eyes closed, and a cow that seemed to have tears. his eye.
Another clip showed the skin of a cow’s head with its eyes and teeth still lying on its side.
While those at the table were still eating, the ad read, “No animals were harmed, consumed, or purchased to make this announcement,” followed by the text, “Make the connection.”
The Advertising Standards Authority received 63 complaints, including that the ad contained free animal violence that caused unnecessary distress to viewers.
However, Vegan Friendly UK said the clips used in the ad did not show any acts of violence or harm and that these images were regularly seen in the windows of butchers or fishmongers on the UK’s middle street.
They clarified that the purpose of the ad was to encourage meat consumers who were against animal abuse to reconsider their actions, and added that they believed that their ad did not disparage carnivores.
The ad received a restriction that prevented it from being broadcast on or alongside commissioned programs, primarily aimed at or likely to attract people under the age of 16.
But the ASA ruled that this was not enough and that it should not reappear as “not suitable for television broadcast regardless of time restrictions.”
Image: Tesco’s Plant Chef burger ads were also cited
Meanwhile, Tesco’s Plant Chef’s burger ads were also taken off the air by “misleading” claims that the products could make a positive difference to the environment, compared to their meat equivalents.
Television, video-on-demand, radio, press, Twitter, and October and November website ads showed a woman about to eat a burger as she listened to the words on television: “The planet it keeps warming up, “said a voice-over. : “Now that’s not what Zoe likes to hear, but she’s going to roll up her sleeves … and here she is, a delicious Tesco Plant Chef burger.
“We’ve lowered the price of dozens of our Plant Chef products because a small trade can make a difference on the planet.”
But the ad drew 171 viewer complaints.
“No proof of claims”
The supermarket giant said that the word “little” played an important role in determining the breadth of the claims, adding that they were not claiming that the products were sustainable or good in themselves, but that eating Vegetable products instead of meat-based, consumers could make a small or “little” difference.
However, the ASA ruled that “Tesco had no evidence regarding the full life cycle of any of the products in the Plant Chef range or the burger listed in the ads. Therefore, we were unable to evaluate the total product. environmental impact throughout its life cycle compared to that of a meat burger “.
Image: ASA rules Vegan Friendly UK ad causes unnecessary distress to viewers
Separately, the ASA found that a radio and television ad for Sainsbury’s promoting the overall environmental benefits of reducing meat protein in place of vegetable protein was not misleading.
A Tesco spokesperson said: “We offer hundreds of herbal options and while we are disappointed with this result, our customers can continue to count on us to help them enjoy a better balanced diet with many more delicious and affordable plant products in the pipeline “.