Outraged Meat and Livestock Commission executives are taking legal
advice and making a complaint to the Advertising Standards Authority
over ads produced by the Vegetarian Society currently running in
One shows the hind quarters of a bull with large drooping testicles. The
caption reads: ‘If you eat burgers here’s a couple of half pounders you
might recognise.’ Another makes claims about meat injected with drugs
and declares: ‘No wonder it’s called a joint.’
The commission this week condemned the ads as ‘disgusting’. The National
Farmers’ Union and drugs companies, whose products are used on cattle,
are also understood to be consulting lawyers.
The ASA confirmed this week that it had received a complaint about the
magazine ads from the meat industry and that it was being investigated.
Now, having run its first big above-the-line campaign for some years,
the society has promised that its next campaign through the Poulter
agency in Leeds will be equally provocative.
Graham Daldry, Poulters’ deputy creative director, insisted: ‘We’re
confident we have all the factual information with which to back the