The ad, created by The Good Agency, featured an image of a piglet alongside text saying ‘What noise does a piglet make when its teeth are cut off - without anasthetic? Same as you'. Below the message was a donation slip for the charity.
It prompted one complaint from someone who claimed that if the procedure is carried out properly it does not cause the piglet distress. However, the ASA concluded that it had enough evidence to be satisfied that the ad was not misleading.
The ad is part of a wider campaign for Compassion in World Farming developed with The Good Agency including online activity and an extensive social media programme.
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