Cows’ milk CAN be branded ‘inhumane’ after ‘landmark’ ruling for vegan campaigners

http://www.express.co.uk/news/uk/833125/veganism-animal-cruelty-dairy-asa-ruling-go-vegan-world

The National Farmers’ Union (NFU) complained to the watchdog after pressure group Go Vegan World placed adverts in newspapers in February claiming “humane milk is a myth”.

The ruling has caused fury among dairy farmers, who have branded the advert, placed in national newspapers, “misleading”.

But vegan campaigners have said the ruling proves their claim that milk production involves cruelty to young cattle.

AdvertGO VEGAN WORLD

The advert, posted in national newspapers, was found to be not misleading

The poster, which featured a cow behind barbed wire set against a black background, featured a large headline that read: “Humane milk is a myth. Don’t buy it.”

The ad continued that calves “trembled and cried piteously” after being separated “fresh from their mother’s wombs”.

The ASA said: “Although the language used to express the claims was emotional and hard-hitting, we understood it was the case that calves were generally separated from their mothers very soon after birth, and we therefore concluded that the ad was unlikely to materially mislead readers.”

Go Vegan World, based in the Republic of Ireland, described the ruling as a “landmark”.

Sandra Higgins, the group’s Director, said: “The aim of the ad is to let people know that no matter where the milk and dairy products they purchase have come from, whether an industrial-scale dairy farm or a smallholding, for each cow, legal, standard practice necessitates her pregnancy, the removal of her calf, and her slaughter, so that we can drink the milk that she produced to feed her infant.

 

“The ad highlights that the problem faced by animals in the dairy industry is not how they are treated, but that they are used at all.

“The ad pertains to animal rights: the right of other feeling beings not to be our property and not to be used by us for our ends.”

vegansGETTY

More than 540,000 Britons are believed to be vegan

The ruling follows a decision last month where the ASA banned an advert for organic milk after it upheld a complaint that describing it as “good for the land” is misleading.

The Department for Environment, Food and Rural Affairs recommends that calves should not be removed from their mothers not earlier than 12 hours and not sooner than 24 hours after their birth.

It is estimated more than 540,000 vegans now live in Britain, up from 150,000 ten years ago.

Leave a Reply

Your email address will not be published. Required fields are marked *