Overview

• The Advertising Standards Authority ruled the cinema advert was irresponsible and likely to cause serious or widespread offence and must not be shown again.
• The ASA received 25 complaints, including one from The Dairy Council of Northern Ireland, citing horror-style imagery and potential distress to those who experienced child loss.
• The film depicted a human baby taken from its mother before revealing a dairy calf scene and a voiceover stating most calves are separated so their milk can be sold.
• The regulator said the ad would have been particularly upsetting for viewers with fertility trauma or child bereavement and warned Viva! to prepare future ads responsibly.
• Juliet Gellatley, founder of Viva!, rejected the ruling and vowed to continue using factual, symbolic campaigns to expose dairy industry practices.