Vegan charity advert banned after featuring baby being taken from mother
An advertisement containing the scenes of a human baby taken from the mother of a Vegan charity institution was banned.
Advertising by Vegan Charity Viva! He highlighted the scenes to protest against the treatment of milk calves, but now he has been scrapped by the Advertising Standards Authority (ASA).
The guard says the ad can cause irresponsible, sad and widespread crime.
ASA said that the cinema advertisement, which attracts the contracts of horror films, would be particularly sad for the audience who suffered from a child.
In the advertisement seen in March and April 2025, while playing a lullaby, he took part in a mother who placed her sleeping baby on a bed, suddenly the baby darkened on the baby.
The mother opened a light to reveal a man in a suit that works a bottle of milk along the bars of the cot, which was now empty: ız You can’t hold your baby because we want your milk. ”
The next scene showed a calf in a pen and a voice actor said: “Shortly after birth, almost every milk calf is taken from their mother, so that most of the milk can be sold to us.
‘Dairy Products Scary’ and Viva! The logo appeared on a black screen with a high, metallic noise and the sound of something falling to the ground.
ASA received 25 complaints, including one of the Northern Irish Milk Council, the ad will be irresponsible, sad – especially for those who lose a child – and probably will cause serious or widespread crime.
Viva! Sail said that it aims to raise awareness of standard applications in the industry, especially to remove calves from their mothers shortly after birth.
Philanthropy, advertising is based on real information and not to be shocked, but to inform and encourage ethical choices, he said.
ASA said that the audience would understand that advertising aims to raise awareness of animal welfare, but that the nature of the comparison is insensitive to many people and especially by those who have lost or trauma around parentality.
Asa said: “Although the ad did not describe the damage of the baby and it was not shown to be physically removed, we thought that his disappearance was seen as shocking and disturbing.
“We also thought that the phrase ‘You Can’t Hold Your Baby’ was particularly sad for viewers who have a child’s loss of child loss or fertility problems, because in particular, in parallel with the milk industry applications, it appeared only in the second half of the AD.
“We thought that the message of the advertisement did not justify the possible distress that caused the approach, especially for vulnerable masses.
“For these reasons, we concluded that the advertising is irresponsible and will cause unfair trouble and serious and widespread crime.”
Asa decided that the advertisement should not be seen again in the form in which he complained: ik We told Viva! To ensure that future advertisements should be prepared in a responsible way and not to contain content that would cause serious or widespread crime or unfair problem to the audience. ”
Viva!
“The aim was to shed light on the animal in a way that would be emotionally connected to human grief.
“This decision is nothing more than censorship. It is based completely on subjective view, not facts or evidence. Meanwhile, ads from meat and milk industries continue to offer surprisingly wrong portraits of pastoral farms – and Asa does nothing.”
