RSPCA ad sparks complaints

The RSPCA’s advertisement showing a stag being chased by hounds through a river has prompted a number of complaints to the Advertising Standards Authority.

The RSPCA is trying to persuade the public to lobby local MPs to vote against the Bill to ban hunting with hounds through an emotive press campaign showing an exhausted stag swimming through a river being chased by hounds.

Three complaints have been received by the Advertising Standards Authority that the ads are misleading. The ASA is now deciding whether to investigate.

The ads, through Abbott Mead Vickers.BBDO claims scientific evidence shows stags are subjected to high physiological stress levels during three hour hunts. The RSPCA claims its text is backed by scientific evidence. It also consulted the ASA before the ads broke.

The Countryside Alliance, which supports hunting, and plans its own ad campaign to support a demonstration being held at Parliament today (Wednesday), says the RSPCA claims are falsely emotive.

Worcester MP Michael Foster’s Bill to ban hunting with hounds is in Parliament on November 28.

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