The Advertising Standards Authority (ASA) is investigating a series of adverts from the UK’s leading animal welfare charity the RSPCA, following complaints that the ads are misleading.
Campaign group Adfree Cities raised concerns that adverts for the charity’s ‘Assured’ scheme were misleading about the charity’s work to prevent animals from cruelty.
It comes after a number of RSPCA-assured farms have been found to expose animals to cruelty and slaughter, including recent cases like pigs being hit in the face, as revealed by the Independent newspaper.
The recent billboard, online and TV adverts under investigation by the ASA include the slogan ‘Every Animal Deserves our Kindness’ and feature a range of animals.
The TV advert shows cows, dogs, cats and bees singing along to Aretha Franklin’s ‘Respect’.
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Created by AMV BBDO, the advert was made to mark the charity’s first rebrand in over 50 years, accompanied by a set of bold new visuals.
“The nation knows and loves the RSPCA as the foremost voice for the protection of animals in the UK, and its adverts confirm this rosy image,” said Ad-free cities co-director Veronica Wignall.
“However, with animal abuse and factory farming conditions commonplace on RSPCA Assured farms, the charity’s ads are strongly misleading.
“The ASA’s formal investigation into the RSPCA’s adverts is welcome and piles further scrutiny on the credibility of the charity’s mission to prevent animal cruelty while it upholds the RSPCA Assured scheme.”
The RSPCA Assured scheme claims to vet farms on a range of issues including lack of cages, enriched living, humane slaughter, amount of space, antibiotics usage and traceability.
Leading supermarkets including M&S, Co-op, Morrisons, Sainsbury’s, Tesco, Morrisons, Lidl and Aldi all work with the scheme.
