ASA reiterates ban for controversial Peta ad

Peta: Advertising Standards Authority's ban on original ad is upheld
Peta: Advertising Standards Authority's ban on original ad is upheld

The People for Ethical Treatment of Animals (Peta) has had its controversial ad depicting a baby smoking a cigar cast back into the spotlight.

Peta’s issue with meat eating has resurfaced the day after the Advertising Standards Authority received 250 complaints about Marmite’s new ad in less than 24 hours. The ad has been attacked for trivialising the work of animal welfare charities and child protection agencies.

The ruling for Peta’s ad has been raised for a second time after the foundation took its case to the independent reviewer. The ad has still been banned and the wording of the adjudication has been altered to make it clearer as to how the ASA came to its conclusion.

The ad, created in house, was banned in June for its misleading text, which said: "You wouldn’t let your child smoke. Like smoking, eating meat increases the risk of heart disease and cancer. Go vegan!" The ad watchdog believed this claim could not be substantiated.

In response to the ruling, Peta has been running the ad since its ban, but in a slightly different form.

Following the ASA’s original ad ban, Peta announced it would re-erect its billboard ads warning parents of the dangers of meat-based diets, with text instead reading, "You wouldn’t let your child smoke. Like smoking, eating bacon, sausages and other processed meats is linked to cancer. Go vegan!"

The ASA said it had received no complaints about the second Peta ad. 

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