Brother cages ad featuring circus tiger after protests

Brother UK has pulled an ad featuring a circus tiger after animal protection campaigners lobbied the consumer electronics company over what they claim is the exploitation of circus animals.

Video: Brother 2014 “Next Time Label It” TV ad

The ad for the company’s label printer features a character mistakenly releasing tigers into a circus crowd after failing to label the controls correctly.

In a statement, Brother UK says it has put a stop on the ad and will meet with the charity leading the action, Captive Animals Protection Society, to discuss its concerns.

A spokesman adds: “Our current advertising campaign was close to ending its UK television schedule and we took the decision to pause it to enable us to engage with CAPS.

“We’re meeting with the organisation this week to listen to their concerns.”

CAPS had encouraged supporters to lobby Brother to pull the advert and commit to stop using animals in ads.

The Advertising Standards Authority has received a handful of complaints about the ad but has decided not to investigate as it is unlikely to cause “serious offence”.

”We appreciate that some people object very strongly to the depiction and use of circus animals in this ad, and more generally, and find it in bad taste. However, the advertising code does not prohibit circuses from being used in ads although ads which involve animals are required to have vets present when filming to prevent any cruelty to animals during that process”.

The charity recently claimed BOSCH is to “reconsider” using wild animals in ads after the firm also used a tiger in a Spanish spot. 

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