Warning: this article contains imagery that may offend some readers. People for the Ethical Treatment of Animals (PETA) has called out an unnamed OOH firm for refusing to display a graphic billboard.
The ad in question depicted a sheep’s bloody backside with the skin hacked off, which the group says serves as a reminder of mulesing practice.
The image is displayed alongside the words: “Did your jumper cause a bloody butt? Mulesing: still a real pain in the arse. Wear vegan.”
The ad followed new laws in Victoria, which mandates a small amount of post-procedural pain relief for animals undergoing mulesing.
“If this image is too painful to look at, you can imagine how it must feel to have it done to you,” says PETA spokesperson Emily Rice. “Mandatory pain relief in Victoria is a minuscule step in the right direction. However, we won’t celebrate until this horrific practice is banned for good.”
It is not the first time a media outlet has refused to play a PETA ad.
Ahead of last year’s Melbourne Cup, The Australian Radio Network (ARN) rejected a PETA radio ad, ruling the spot was inappropriate.
The ad was created to sound like commentary on a typical horse race – but rather than following the action, it describes the causes of death of a number of horses, including a broken leg, a ruptured aorta, and a heart attack.
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