23 November 2001
Broiler cruelty TV advert banned
By FWi staff
AN RSPCA television advertisement claiming that millions of British broiler chickens suffer on a huge scale has been banned by advertising advisors.
The ad was deemed unsuitable by the Broadcast Advertising Clearance Centre (Bacc) which advises TV companies, reports The Independent.
Bacc ruled that the advert was directed towards a political end, which breaches advertising codes. It will now be shown at cinemas with a 15 certificate.
The TV advert compares the six-week life of a broiler chicken with that of a standards egg-laying hen. Adverts also appear in several newspapers
The Independent says the advert tells the story that shames British farming.
The RSPCA alleges that 820m broilers routinely endure a catalogue of illness, ranging from heart disease to leg pain, ammonia burns to infections.
These claims are detailed in its new report Behind Closed Doors.
The National Farmers Union said UK poultry breeders have worked hard to improve conditions and have some of the highest welfare standards in Europe.
- Questionmark over broiler welfare, FWi, 13 December 2000
- Broiler industry out of control, FWi, 20 November 2000
- 30% of broilers have leg disorders, FWi, 21 July 2000
- The Independent, 23 November 2001, page 8