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Adjudicator Bans PETA Poster

28 June 2013

UK - The Advertising Standards Authority (ASA) has upheld complaints about a poster from the People for the Ethical Treatment of Animals (PETA) that links the dangers of eating meat to those of smoking. The ad must not be shown again.

ASA said that because the ad likened the risks associated with eating any kind of meat to the risks of smoking, consumers would understand from the ad that the connection between eating any kind of meat and the risk of heart disease and cancer had been proven beyond doubt, which is clearly not the case.

The Authority, therefore, concluded that the ad was misleading. It breached CAP Code (Edition 12) rules 3.1 (Misleading advertising) and 3.7 (Substantiation).

The ad must not appear again in its current form, ruled ASA, and it told PETA not to imply that any consumption of meat would raise the risk of heart disease and cancer.

The ad was a poster for PETA, featuring an image of a toddler smoking a cigar. The text stated 'You Wouldn't Let Your Child Smoke. Like smoking, eating meat increases the risk of heart disease and cancer. Go vegan! PeTA'.

Two complainants had challenged whether the claim "eating meat increases the risk of heart disease and cancer" was misleading and could be substantiated.

 

 

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