This week the Advertising Standards Authority gave a ruling on complaints against an advertisement for purveyor of processed meat products Burger King. I haven't seen the advert in question, but apparently it "showed a man singing in a field singing '1.99er. They're only 1.99'. Towards the end of the ad a cow walked past in the background wearing a blanket with the Burger King logo." There were a few variations on the complaint but one main point was that "it was offensive to show a live cow in an ad for Burger King, who sold beef products."
The complaints were not upheld, but the ASA noted that "viewers, including meat eaters, would not necessarily want to be reminded where meat products came from."
Now, it's time for me to get into rant mode, if you'll excuse me...
Why the bloody hell is it so offensive to know where meat comes from? Animals are reared and slaughtered for our consumption, and that includes cattle, those adorable little chicks, and sweet fluffy baa-lambs. That's how we get beefburgers, chicken nuggets and shepherd's pie. We all need to know that we are the cause of death on a vast scale and make a decision. If we can't live with that then we should be vegetarian (or, more appropriately, vegan). Otherwise, we should decide what level of "inconvenience" is acceptable for livestock and make our purchases accordingly.
Personally, I am comfortable with eating meat, but have concerns about the welfare of foodstock, so try to buy meat from sources where I know high standards are maintained. In most cases this now means buying from local sources which avoid intensive rearing practices.
Make your choice, but don't pretend that meat comes from anywhere other than dead animals.
Apologies for going off on one there. The whole BK ad ruling (and others) can be read here (PDF document, so Adobe Reader or other PDF reading software is required).
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