PETA relaunches anti-meat ad

Animal rights group PETA has relaunched a controversial billboard which was banned by the Advertising Standards Agency (ASA) for misleading consumers on the health risks of meat.

The ASA ruled that the original billboard, which featured a baby smoking a cigar with the caption “You wouldn’t let your child smoke. Like smoking, eating meat increases the risk of heart disease and cancer. Go vegan! PETA”, likened the risk of eating any kind of meat with smoking and was therefore “misleading”.

The new billboard again features a baby with a cigar, but the caption has been changed to “You wouldn’t let your child smoke. Like smoking, eating bacon, sausages and other processed meats is linked to cancer. Go vegan!”.

Justifying its decision to relaunch the billboard, PETA repeated its claim that the link between meat consumption and the increased cancer had been “repeatedly documented” in studies and medical reports, despite the original ASA ruling stating that none of the scientific reports submitted by PETA had definitively proven a link.

PETA’s Mimi Bekhechi said: “PETA’s message to parents about the health risks associated with eating meat needs to be heard. With this new billboard, PETA will remind parents that just as we should put down cigarettes, we should also put down meat and pick up fibre-rich, heart-healthy plant-based foods instead.”