ASA takes RSPCA to task over validity of photo in AMV work

The RSPCA has had its knuckles rapped by the Advertising Standards Authority over an anti-hunting press campaign created by Abbott Mead Vickers BBDO.

The RSPCA has had its knuckles rapped by the Advertising Standards

Authority over an anti-hunting press campaign created by Abbott Mead

Vickers BBDO.



The ads, which ran in November 1997, led to four out of nine complaints

being upheld against them in this November’s ASA report.



The RSPCA was criticised for using a photo of a disembowelled fox which

it could not prove was genuine.



The ASA also ruled that the charity had been misleading in suggesting

that hounds killed stags, when most stags are killed by other means,

such as firearms. The RSPCA was asked not to repeat the claims in future

ads.



However, the ASA ruled in favour of the RSPCA on a number of other

points, including claims that some stags are pregnant when hunted.



The findings came in response to 20 complaints from members of the

public, including one from the pro-hunting organisation, the Countryside

Alliance.



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