A piece in today’s Telegraph:
An advert by a vegan ‘milk’ drink is being considered for investigation by the Advertising Standards Authority (ASA) after it showed a son shaming his 55-year-old father for enjoying dairy.
The television advertisement by Oatly, an oat-based milk alternative, shows teenagers calling 55 a ‘difficult age’, and focuses on a middle-aged man who furtively tries to drink milk.
It is aimed at teenagers, imploring them to “talk to dad” about switching from dairy to an oat-based alternative.
The ASA confirmed it had received 143 complaints about the Oatly campaign, including the targeting of vulnerable teenagers, being sexist and ageist against middle-aged men, and being offensive to dairy farmers.
A spokesperson said: “Complaints cover a range of issues, including concerns around sexism, ageism, causing fear and distress, affecting people’s mental health, irresponsibly targeting vulnerable teenagers, and being offensive to dairy farmers. We have also received complaints about the claims that CO2 emissions created by the dairy and meat industries are greater than the combined emissions of those created by planes, trains, cars and boats etc.
“We’ve are currently processing and assessing the complaints to establish next steps. No decision has been reached on whether there are grounds for an investigation.”
An Oatly spokesperson defended the campaign, telling BBC Farming Today: “This is really about the big picture, we are in a climate emergency. We are talking about how people can look at plant based milks as part of a way to drive down their personal figures.
“We really wanted to make the key point here that livestock emissions are a really important driver for climate change.”
“The real point of the campaign was in a fun sort of snarky way try to encourage people to have these difficult conversations. We flipped it as a teenager having to talk to their parent about difficult things”
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