An advertising watchdog has dismissed claims that a media campaign by the RSPCA misleadingly represented the welfare standards afforded to animals farmed under the RSPCA Assured scheme.

The Advertising Standards Authority (ASA) ruled that a YouTube video, TV ad and a poster were unlikely to mislead about the care standards afforded to animals.

The YouTube video (see below), on the RSPCA’s own account, featured various animals including computer-augmented cows, chickens, and a pig in industrial farming facilities, an emaciated dog, a turtle in a suitcase, and a racing greyhound singing Aretha Franklin’s version of the song “Respect”. That was followed by a scene of a snail being picked up and placed on a potted plant with a voice-over that stated: “What a sight to behold. One snail, delivered safely from harm’s way.” On-screen text then stated, “EVERY ANIMAL DESERVES OUR KINDNESS. RESPECT. RSPCA FOR EVERY KIND. SEARCH. SHARE. SUPPORT”.

The Royal Society for the Prevention of Cruelty to Animals (RSPCA) explained that the purpose of the ad campaign was to encourage people to rethink their relationships with all animals and treat them with kindness and respect. The campaign was part of a new brand strategy designed to respond to the growing challenges faced by animals worldwide and to encourage people to reappraise the RSPCA, and animal welfare, as an important cause of our time. Rather than shock, the campaign was intended to start conversations about animal welfare, offer hope, and leave people feeling inspired and motivated.

The full ASA ruling can be found by clicking here.