ASA Rules On Anti-Foxhunting Ad Campaign
RSPCA shock tactics to rouse public support for a total ban on hunting with dogs were called into question when several complaints were received about a national newspaper advertising campaign. The ASA received complaints about the advert that showed a photograph of a dead fox with the headline “If you think this is wrong, write”.
The text of the advert then explained the three options regarding fox hunting open to vote by MP’s and urged readers to vote for the total ban option. It went on to point out that one of the findings of the Burns enquiry into hunting was the conclusion that hunting with dogs “seriously compromises the welfare” of foxes, deer, hare and mink. It cited the opinion of a vet that shooting was the most humane form of fox control and said that independent polls had shown most people in the country to be in agreement with the RSPCA.
All the complainants said that the advert was misleading and quoted a small section of the Burns report out of context. Two complainants also objected to the suggestion that shooting was the best method of fox control, because it did not point out that some foxes died of wounds when not killed cleanly. One complainant also objected to the claim “Independent polls have consistently shown that most people agree with us”, as he believed that a recent NOP opinion poll had found 51% of people supported either self-regulation or regulatory supervision, rather than an outright ban.
The advertisers stated that they had quoted Burns report on what they felt was its most significant finding, and the advert was neither unfair nor misleading. The ASA agreed that the advert did not misrepresent the Burns report findings, and concluded that most readers would understand that the advertisers were an animal welfare organisation and that the advert merely expressed their opinion. The complaints were not upheld.
On the issue of shooting foxes, the advertisers sent a copy of the Countryside Alliance’s submission to the Burns enquiry, which said “A clean kill with a rifle is the most humane way of killing a fox”, in order to prove this was the opinion on both sides of the fox hunting argument. The authority noted that the advert stated that both pro and anti-hunting groups considered only a clean kill to be the most humane way and did not object to the claims.
The only claim to catch the RSPCA was that of the opinion polls. Despite various technical arguments about the legitimacy and specification of various polls made by the advertisers, the ASA upheld the complaint and told the advertisers to avoid the implication that people wanted fox hunting banned in future.
ASA: 020 7580 5555 www.asa.org.uk
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