The ad shows several scantily dressed women getting intimate with vegetables and carries the strapline ‘Studies show vegetarians have better sex'.
NBC's vice-president of advertising standards, Victoria Morgan, said that the ad depicted a level of sexuality exceeding the networks standards and gave a list of changes that would have to be made before it could be shown.
In response, PETA wrote on its website: [We're] pretty sure that most Super Bowl fans would find the ad a lot more appealing than the impotence and other not-so-sexy effects that a steady stream of chicken wings and burgers can have on their love lives'.
PETA has had a number of ads rejected by broadcasters, eight of which it . Commentators have questioned whether PETA truely intended to buy ad timedur ing the Super Bowl, which costs about $3m for 30 seconds, or whether it was just an effective ruse to drive traffic to its site.
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