Compassion in World Farming advert cleared by ASA

Claims about piglet teeth trimming were not misleading, says advertising watchdog

The Advertising Standards Authority has dismissed a complaint about a national newspaper campaign run by Compassion in World Farming.

The advert, which appeared in six national newspapers in January and February, said: "What noise does a piglet make when its teeth are cut off with pliers – without anaesthetic? Same as you". Below the message was a donation slip for the charity.

The advert received one complaint, from someone who claimed to have carried out teeth trimming and maintained that it did not cause piglets distress if done properly.

An ASA spokesman said: "We require advertisers to provide robust evidence to substantiate their claims, and in this case we were satisfied that Compassion in World Farming's advert was not misleading."

Philip Lymbery, chief executive of Compassion in World Farming, said the ruling was a victory for common sense.

"The ASA has recognised the reality of modern intensive pig farming," he said. "Our legislators need to do the same and act now to end such cruel and unnecessary mutilations."

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