The Advertising Standards Agency (ASA) has ruled to uphold complaints against a cinema advertisement in Northern Ireland by the vegan charity Viva!, which unfairly and inaccurately targeting the dairy industry.

The Ulster Farmers’ Union (UFU) and Dairy Council for Northern Ireland (DCNI) have welcomed the ruling after the ASA concluded that the advert was likely to cause serious or widespread offence and unjustified distress to viewers.

In addition, the ASA ruled that the advert must not appear again in its current form.

UFU deputy president John McLenaghan said the advert’s message was not only misleading and inaccurate, but also harmful to the dairy sector.

“Northern Ireland farmers work to the highest animal welfare standards and the care they have for their livestock is second to none. It was extremely distressing for our members to witness this advert,” he said.

“They worried excessively about the false narrative it was portraying to members of the public and how it would be interpreted. Therefore, we are pleased that the ASA has acted decisively, recognising the validity of the complaints.”

Complaints

Earlier in the year, the UFU and DCNI, along with many others, lodged formal complaints regarding the advertisement.

Both organisations said this ruling sets an important precedent for future campaigns and underscores the need for accuracy and responsibility in advertising.

DCNI CEO Ian Stevenson added: “Northern Ireland dairy farmers were rightly annoyed and indeed angered by this campaign, which conveniently overlooked the deep commitment that local farmers and their family members have to all the animals in their herds each and every day.

“The high welfare standards consistently achieved by dairy farmers, along with the care they show, ensures every calf born on a Northern Ireland dairy farm is highly valued and reared accordingly.”

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