Pig farmers report vegan advert to ASA

♦ The UK’S first cinema advert promoting veganism has been reported to the advertising watchdog by pig farmers who claim it is misleading.

Richard Lister, chairman of the National Pig Association, said his organisation had referred the advert, by the charity Viva, to the ASA. He said its claim that 90 per cent of pigs are factory farmed was not accurate. “The UK pig industry is rightfully proud of its welfare, it’s got the highest level of welfare in the world, in excess of 90 per cent of the pigs belong to the Red Tractor assurance scheme,” he said.

The advert shows a sow, Hope, and its piglets, who the charity says was rescued from a pig farm. It depicts Hope dancing with joy at going outside.