One Advertisement One Vegetarian Donation The scenes of a human child are being taken from their mother, banning.
Advertisement by Vegetarian Charity Viva! Dressed scenes to protest against the treatment of dairy calves, but now it has been removed Advertising standard authority (As a).
Supervision It is said that the advertisement is irresponsible, harassing and is the cause of broad crime.
ASA said that cinema advertisements, which attracted to the conferences of Joe Scary moviesEspecially the audience would have been disturbed who experienced a child’s loss.
The advertisement seen in March and April 2025 painted a mother by placing her sleeping child in a cot, while a lulbie was played, before a silhuthed figure suddenly appeared standing on top of the baby and the room became dark.
Mother switched to a light to reveal a man in a suit, running a bottle of milk across the cot bars, which was now empty, before he says: “You can’t keep your child because we want your milk.”
The next scene showed a calf in a pen and said in a voiceover: “Almost every dairy calf is taken from his mother immediately after birth, so most of his milk can be sold. And what do you think do you think what happens to thousands of such male infants?”
The word ‘dairy is scary’ and Viva! The logo appeared on a black screen with a loud, metal noise and the sound of falling on the floor.
The ASA received 25 complaints, one of which was one of the Dairy Council of Northern Ireland, the advertisement was irresponsible, harassing – especially for those who had lost a child – and was likely to cause serious or widespread crime.
Viva! Said that its objective is to raise awareness about standard practices in the dairy industry, especially to remove calves from their mothers immediately after birth.
Charity stated that the advertisement was based on factual information and its purpose was to inform and encourage moral options, not to shock.
ASA said that viewers would understand that the purpose of advertisement is to raise awareness animal welfareBut the nature of comparison can be seen as insensitive by many people, and especially by people with loss or trauma experience around paternity.
ASA said: “Although the advertisement did not depict the child damage, and it was not shown after being physically removed, we believed that its disappearance was shocking and unstable.
“We further considered that ‘you can’t keep your child’ statement, in combination with the child’s sudden disappearance, especially the child was likely to be disturbed to the audience, especially in the latter of advertising, especially because parallel with dairy industry practices.
“We admitted that the advertisement message did not justify the possibility of being caused by the approach, especially for the weaker audience.
“For those reasons, we concluded that the advertisement was irrelevant and was likely to cause inappropriate crisis and serious and comprehensive crime.”
The ASA ruled that the advertisement should not again appear in the form that was complained: “We told Viva! To ensure that future advertisements were responsible and did not have materials that were likely to create serious or comprehensive crime or unfair crisis for the audience.”
The founder and director of Viva!, Juliet Galetley said: “We reject the ASA’s decision firmly. Charity understands that it is a deep sensitive subject and was noted to ensure that the visual was clearly symbolic; a fantasy rather than literally.
“The purpose was to brighten a light on the suffering of animals in a way that connects emotionally, not to insignitate human sorrow.
“It is no less than the ruling censorship. It is completely based on subjective opinion, not facts nor evidence. Meanwhile, in the meantime, advertisements from meat and dairy industries continue to present a clearly false depiction of delightful fields in advertisements from meat and dairy industries – and ASA does nothing.”
