Vegan TV Ad Banned In UK After ‘Distressing’ Animal Images Left A Bad Taste

The Advertising Standard Agency (ASA), the UK’s advertising watchdog, has moved to ban an advertisement from Vegan Friendly due to numerous complaints the video showed “distressing” imagery of animals. 

In Make The Connection, three friends are depicted as tucking into sumptuous meals, including beef burgers and fish and chips, while discussing animal welfare concerns they’ve taken interest in, such as plastic pollution and bullfighting. 

However, within an instant, the advertisement shows images of distressed pigs, cows, and fish as they’re led to slaughter, urging the viewer to “make the connection.” 

The message is most certainly hard-hitting, perhaps too much so, with the public telling the ASA that the clips of the terrified animals “caused unnecessary distress to the viewers.” 

While some may argue that was precisely the intention of the advertisement, others alleged it was offensive to them because it portrayed meat-eaters in a negative light, vilifying their food choices. 

In response, according to Vegan Food & Living, advertising broadcaster Clearcast explained that the imagery in the shot was similar to what would be seen in a farming or cooking program, and thus didn’t feature anything that could be construed as overly graphic. 

It went even further, as per The Guardian, and said the nature of the clips was intended to place a spotlight on the “potential hypocrisy” of the characters’ words (championing animal welfare) and their actions (consuming animal products). 

Despite this, the ASA has decided to stop the advertisement from airing in its original form, concluding that while the images were not inherently violent, some of the clips shown were “likely to cause distress” to viewers of all ages.

Take a look for yourself below.

[via Vegan Food & Living and The Guardian, cover image via Vegan Friendly]