NEWS: Vegetarian Society ads provokes ire of the pro-meat lobby

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 national magazines.

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

national magazines.



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

advertising claims.’