Boots accused of dog cruelty

Boots has been accused of cruelty to animals after the advertising watchdog received several complaints that a scene showing a child pointing a hair dryer at a dog in its Christmas ad.

Boots chirstmas ad
‘Let’s make you into a unicorn’ scene features in Boots Christmas ad.

The Advertising Standards Authority has received 5 complaints to date about the spot from people who say it is “harmful” and “irresponsible” because the blow dryer could harm the dog’s eyes. Separate complaints accuse the spot of encouraging children to use electrical devices.The watchdog has not yet decided whether to launch a formal investigation.

A spokeswoman for the RSPCA says brands using animals in ads should make sure they are not causing them any “suffering or distress”

She adds: “”Showing actions that children may copy is also a concern, as although the production company may have taken every care not to compromise the animals welfare, a child copying at home will take no such care.

A spokeswoman for Boots says: “We have been delighted with the great response we’ve had to the new Boots UK Christmas Advert, and particularly to Bandit the dog. We would like to reassure all customers that the advert fully complies with all advertising regulations around children and animals and has been approved by Clearcast. Bandit’s trainer was with him on set at all times and he was properly supervised during the filming so we could ensure that all of his welfare needs were met.”

The 90-second spot, which features a number of families giving gifts, broke at the weekend (10 November). It introduces the new strapline “Let’s feel good. Let’s give gifts that keep on giving.”

It is the second Christmas ad to attract controversy this year. Asda’s festive spot has attracted hundreds of complaints that it is sexist.

https://www.youtube.com/watch?v=xao1o8ARRnQ

Recommended

Knowledge Bank

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now