VEGA presses on with complaint against Nesquik's "bad news for cows" advertisements
The ASA's response to VEGA is outlined below:
Thank you for your recent letter.
We have considered your complaint under Clauses 2.2 and 47.4 of the British Code of Advertising, Sales Promotion and Direct Marketing. We note your concern that the advertisement could incite "pester power" in children, and that encouraging increased milk consumption under present farming conditions amounts to expoitation of cows.
The Advertising Standards Authority Council considered the advertisement and your complaint carefully but concluded that although you object to the product, which is intended to be drunk with milk, the claims are unlikely to be interpreted as you suggest. Although it obviously encourages children to drink milk, the advertisement is unlikely to be seen as socially irresponsible or encouraging cruelty towards animals. The Council ruled that the advertisement, although unacceptable to some, did not breach the Code. We realise that this will disappoint you. The ASA exists to ensure that advertising does not break the Code; we cannot comment on the merits or otherwise of individual products or farming methods.
Although we shall not pursue your complaint, we have told the advertisers about it without revealing your identity.