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Dairy Farmers of Canada Ads Violate Federal Law, Says Legal Filing

Animal Justice November 23, 2016

OTTAWA—National animal law organization Animal Justice has filed a false advertising complaint with federal regulators over Dairy Farmers of Canada ads that falsely claim dairy is required to prevent osteoporosis, colorectal cancer, and hypertension, when research shows dairy is not a necessary part of the human diet and may even be harmful.

The ad campaign is running on transit vehicles and stations across Canada. The ads are disguised as public health announcements from trusted Canadian health authorities, including the Heart and Stroke Foundation, Osteoporosis Canada and Colorectal Cancer Association of Canada, to which Dairy Farmers of Canada is a major donor. It is not evident that the ads are funded by a marketing organization with a mandate to sell dairy; in fact, the Dairy Farmers boasts an annual marketing budget of $80 million.

According to Dietitians of Canada, it is not necessary to consume fluid cow’s milk, yogurt, or cheese to avoid colorectal cancer, osteoporosis, or heart disease. On the contrary, Dietitians of Canada states that a vegan diet, which excludes dairy, “has many health benefits including lower rates of obesity, heart disease, high blood pressure, high blood cholesterol, type 2 diabetes and certain types of cancer.”

Dr. Walter Willet, Chair of Harvard’s Department of Nutrition and Professor of Medicine at Harvard Medical School, observes that high dairy intake is not beneficial and may even be harmful. According to Dr. Willet, high dairy consumption is associated with increased risk of prostate and ovarian cancer.

“The Dairy Farmers of Canada has very effectively spent decades convincing Canadians that they need to drink the breast milk of another species,” said lawyer Anna Pippus, director of farmed animal advocacy for Animal Justice. “In fact, adult humans have no nutritional need to consume cow’s milk. This latest ad campaign is brazenly disguised as public health announcements from trusted health authorities. Moreover, it’s ethnocentric and racially exclusive to position consuming cow’s milk as a normal and natural food for humans when more than 90 percent of some non-European communities can’t even digest it. Cow’s milk is intended for baby cows. These predatory ads violate federal laws that prohibit false advertising.”

According to international market research company BBC Research, the global market for dairy alternatives is exploding, having reached $5.8 billion in 2014 and expected to rise at a rate of 13.3 percent annually to $10.9 billion by 2019.

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To read the complaint, please click here.

For high-resolution versions of the ads, please see the following links:

Stroke
Heart health
Colorectal cancer
Osteoperosis

For more information, contact:

Anna Pippus
Director of Farmed Animal Advocacy
apippus@animaljustice.ca

Animal Justice

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TTC Takes Down Misleading Shrine Circus Elephant Ads

Animal Justice September 7, 2016

Animal Justice won a victory against the cruel circus industry today, with news that the Toronto Transit Commission (TTC) has removed misleading ads paid for by the Shrine Circus. The ads were removed following complaints made last month by Animal Justice and Len Goldberg, a witness to the ads..

The false transit ads promoted the Shrine Circus’ 2016 summer “Spectac!” tour in Southwestern Ontario, and featured a photo of an elephant in the midst of a circus performance. In reality, there were no elephant performances this year in Shrine circuses. U.S. authorities cancelled permits on April 21, 2016 for two endangered Asian elephants named Shelley and Marie to be transported from the U.S. to Canada so they could be forced to perform in Shrine circuses. Shrine Circus contractor Tarzan Zerbini failed to meet even the minimal standards in place for the export permits, which is why they were cancelled.

Animal Justice and Mr. Goldberg filed complaints with Advertising Standards Canada, a national advertising self-regulatory body.

Advertising Standards Canada advised in a letter today that the TTC at once took steps to remove all remaining ads when it was notified of the complaint.

There is a growing public sentiment that it is unacceptable to confine elephants in zoos or force them to perform in circuses. The Toronto Zoo and most other Canadian zoos have already sent their elephants to sanctuaries, recognizing that elephants have complex social and behavioural needs that cannot be met in captivity. Rather than clinging to exploitative and outdated elephant performances, the Shrine Circus should give up elephant acts for good, like Ringling Brothers and Barnum & Bailey did earlier this year.

 

 

Animal Justice

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Animal Justice Files False Advertising Complaint Over Shrine Circus Elephant Ad

Animal Justice August 3, 2016

TORONTO – Animal law advocacy organization Animal Justice filed a false advertising complaint today over misleading ads by the Shrine Circus appearing on Toronto Transit Commission vehicles.

The transit ads promote the Shrine Circus’ 2016 summer “Spectac!” tour in Southwestern Ontario and the GTA, and feature the image of an elephant in the midst of a circus performance, representing explicitly to ad viewers that elephant acts will be present in Shrine Circus shows. In reality, there will be no elephant performances this year; the United States Fish and Wildlife Service (FWS) cancelled permits on April 21, 2016 for two endangered Asian elephants named Shelley and Marie to be transported to from the U.S. to Canada for use in the Shrine Circus.

The cancellations come after Tarzan Zerbini, the U.S.-based circus contractor that provides elephant acts to the Shrine Circus, was found to have fallen far short of its promised financial contribution to elephant conservation, which was a condition of permits being issued in the first place. The investigation into Tarzan Zerbini’s verifiable contributions was prompted by a U.S. lawsuit filed by People for the Ethical Treatment of Animals.

The Animal Justice complaint was filed today with Advertising Standards Canada, a national advertising self-regulatory body that hears and adjudicates complaints over false and misleading advertisements.

“The Shrine Circus ads deliberately mislead the public and conceal the truth, which is that elephants won’t be forced to perform in Canada this year,” said lawyer Camille Labchuk, executive director of Animal Justice. “Shrine Circus contractor Tarzan Zerbini failed to meet even the minimal standards in place for permits to export these endangered Asian elephants. Rather than clinging to exploitative and outdated elephant performances, it’s time for the Shrine Circus to follow in the footsteps of Ringling Brothers and Barnum and Bailey, which finally abandoned elephant acts for good this year.”

There is a growing public sentiment that it is unacceptable to confine elephants in zoos and force them to perform in circuses. Most Canadian zoos and many American zoos have sent their elephants to sanctuaries, including the Toronto Zoo, recognizing that elephants have complex social and behavioural needs that cannot be met in captivity.

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Animal Justice’s complaint to Advertising Standards Canada can be read here.

A high-resolution image of the misleading transit ad can be downloaded here.

For more information, contact:

Camille Labchuk
Executive Director
camille@animaljustice.ca

 

Animal Justice

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