{"id":778816,"date":"2025-07-17T08:04:05","date_gmt":"2025-07-17T12:04:05","guid":{"rendered":"http:\/\/animalrightswatch.us\/?p=778816"},"modified":"2025-07-17T08:47:04","modified_gmt":"2025-07-17T12:47:04","slug":"anti-dairy-advert-banned-in-the-uk","status":"publish","type":"post","link":"http:\/\/animalrightswatch.us\/?p=778816","title":{"rendered":"TRUTH IS SCARY: Anti-dairy advert banned in the UK"},"content":{"rendered":"\t
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The advert titled 'Dairy is Scary' was shown in cinemas across the UK and seen by more than 3.5 million people. It received just 25 complaints (roughly 0.0025 percent of viewers). One of the complaints came from The Dairy Council of Northern Ireland. The Advertising Standards Authority (ASA) ruled that the ad, created by animal rights organization Viva!, was 'irresponsible' and likely to cause \u201cserious and widespread offence.\u201d<\/p>\n\t\t<\/div>\n\t\t\t<\/blockquote>\n\n

POLLY FORMAN:<\/strong> An advert raising awareness of the dairy industry has been banned in the UK over claims it could cause \u201cunjustified distress”… The advert \u2013 titled \u201cDairy is Scary\u201d \u2013 depicts a human mother tucking her newborn baby into bed. Moments after she switches off the light, a bogeyman-like figure enters the room and steals the baby, and the mother desperately asks for the baby back. The bogeyman replies: \u201cYou can\u2019t keep your baby because we want your milk.\u201d The scene then shifts, showing real-life footage from a dairy farm where a calf is separated from their mother before being killed. This is standard practice in the dairy industry, as calves are taken away so that humans can take the milk intended for them…<\/em><\/p>\n

The advert was shown in cinemas across the UK and was seen by more than 3.5 million people. It received just 25 complaints \u2013 roughly 0.0025 percent of viewers. One of the complaints came from The Dairy Council of Northern Ireland… The Advertising Standards Authority (ASA) ruled that the ad, created by animal rights organization Viva!, was \u201cirresponsible\u201d and likely to cause \u201cserious and widespread offence.\u201d According to Viva!, this decision contradicted the ASA\u2019s own investigations team, whose draft advice reportedly found no case to answer…<\/em><\/p>\n

\u201cWe strongly reject the ASA\u2019s decision,\u201d said Viva! founder Juliet Gellatley. \u201cIt is an entirely subjective judgement and ignores both its own investigators and the experts in cinema advertising”… Viva! said it worked closely with the Cinema Advertising Association (CAA) \u2013 the UK\u2019s regulatory body for cinema advertising \u2013 to produce the ad, and it was cleared for screenings of movies rated 15 and above. The advert was primarily shown before horror and sci-fi films.<\/em><\/p>\n

The ASA acknowledged that viewers would understand that the advert aimed to raise awareness of animal welfare, but went on to claim that it would likely be seen as insensitive to people who have experienced child loss and fertility issues… In response, Gellatley acknowledged that the ad tackled a \u201cdeeply sensitive topic,\u201d but emphasized that care had been taken to ensure the scene was symbolic and \u201ca fantasy rather than literal.\u201d \u201cThe aim was to shine a light on animal suffering in a way that connects emotionally \u2013 not to trivialise human grief,\u201d she continued. SOURCE…<\/strong><\/a><\/em><\/p>\n

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