Advertising Standards Authority Bans Viva!’s ‘Dairy is Scary’ Ad, Sparking Controversy Over Censorship

The Advertising Standards Authority (ASA) has banned a cinema advert produced by Viva!, titled Dairy is Scary, citing it as “irresponsible” and likely to cause distress and offence, despite initial approvals from the ASA’s own internal team and the Cinema Advertising Association (CAA) for a 15+ audience. The ad uses metaphorical imagery to highlight the separation of calves from their mothers in the dairy industry, aiming to raise awareness about animal suffering and practices within the industry.

Viva! founder Juliet Gellatley criticized the ASA’s decision as subjective censorship that disregarded expert opinion and the ad’s suitability for its target audience. She raised concerns about the body’s impartiality, pointing out that ads from the meat and dairy industries present false idyllic portrayals without consequences. The ruling has sparked controversy over censorship and the ASA’s handling of potentially sensitive issues in advertising.