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VICTORY! Dairy Industry Forced to Remove Misleading Ads

Animal Justice February 26, 2019

Ad Standards has confirmed that a misleading transit ad campaign from the Dairy Farmers of Canada has been removed!

The advertisement claimed “there are zero growth hormones in milk produced in Canada”, but this is entirely false. IGF-1 is a naturally occurring growth hormone that is present in all cow’s milk, which helps turn calves into thousand-pound adults.

When Animal Justice heard from concerned citizens who were appalled by the dairy industry’s deceitful ad campaign, we assisted the public in filing complaints to the national regulator.

We’re pleased that the truth prevailed, and that the dairy industry is no longer permitted to advertise through this unlawful, false messaging.

Full view of the misleading transit ad.

Many Canadians are shocked to the learn that the dairy industry has a $80 million annual advertising budget, duping people into drinking milk that is inherently cruel to animals, linked with health problems, and detrimental to the environment.

This is not the first time that the dairy industry has tried to mislead consumers through false advertising. Back in 2016, Animal Justice filed a complaint with authorities when the Dairy Farmers of Canada partnered with health agencies to run ads suggesting that daily dairy consumption was necessary for good health. In fact, dairy is not a necessary part of the human diet and can in fact have adverse health effects.

It’s clear that the dairy industry is feeling the pressure of an evolving society that is looking to more humane, healthy, and sustainable alternatives to traditional dairy products.

Plant-based milks now make up nearly 10% of all milk sales, and according to Statistics Canada, milk consumption has fallen by 21.5% per capita since 2009. Dairy was even booted from having its own food group in the new plant-focused Canada Food Guide.

This massive societal shift to plant-based milk products will only continue to grow. Here’s to a future that is dairy-free, and better for everyone!

 

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Animal Justice

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Authorities Refuse to Crack Down on Misleading Milk Ads

Animal Justice March 21, 2018

In November 2016, Animal Justice filed complaints with authorities over a misleading ad campaign that suggested that consuming of dairy is essential for human health. The ads, sponsored by the Dairy Farmers of Canada, were crafted to appear as public health announcements by several health organizations, including the Heart and Stroke Foundation, Osteoperosis Canada, and Colorectal Cancer Association of Canada. Disturbingly, the ads told Canadians to consume dairy to prevent osteoporosis, colorectal cancer, and hypertension.

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, without 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.

Animal Justice filed false advertising complaints with the Competition Bureau and the Canadian Food Inspection Agency (CFIA)—which are responsible for protecting consumers from fake marketing. Food ads must be truthful so consumers can avoid food fraud and make informed choices.

Last year, the Competition Bureau—the federal consumer protection agency—opened an inquiry into the false ads. However, Animal Justice just received bad news—the Commissioner of Competition dropped the inquiry.

Laws protecting farmed animals in Canada are weak or often don’t exist in the first place. Even when laws offer some protections to animals, they are badly under-enforced. That’s why Animal Justice lawyers get creative to protect animals. We use false advertising laws to crack down on the meat, dairy, and egg industries. We’re dismayed that our legal complaints have not resulted in justice.

But we’re not ready to give up. Next, we’ll file requests under freedom of information legislation to find out why authorities fail to act. As long as farmed animals are confined in appalling conditions and food companies get away with lying about their products, we will use whatever legal tools are available to fight for animals.

 

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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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