Dairy cows are pictured at a dairy farm in Chilliwack, B.C. (THE CANADIAN PRESS/Jonathan Hayward)

Dairy Farmers pull ad after complaints over allegedly misleading the public

Dairy Farmers of Canada was trying to better inform millennials about Canadian dairy, website says

An advocacy group for dairy farmers decided to pull one of its new ads after a number of people complained it misled the public, according to letters sent to complainants from the advertising standards body.

The print ad in question is part of the Dairy Farmers of Canada’s “Honest. Canadian. Dairy.” campaign, which was developed by DDB Canada and launched at the end of January with a planned run until March, according to DDB’s website.

The ad pictures a man standing in front of a pasture with the words “There are zero growth hormones in milk produced in Canada. Like, none,” emblazoned on the sky above his head.

A picture of the ad circulated on social media and angered some animal rights activists, including Torontonian Jenny McQueen, a vegan for more than 25 years who volunteers for several animal rights groups.

READ MORE: B.C. dairy farmers say milk cup is half full in new Canada Food Guide

An animal rights group suggested people submit complaints to Ad Standards to say that milk contains a natural growth hormone, she said.

The Dairy Farmers of Canada “have been informed of the claims made by the lobby group and the information is incomplete and inaccurate,” wrote Lucie Boileau, director of communications for the farmers, in an email. She did not immediately respond to follow-up questions seeking to clarify her response.

McQueen sent her complaint to Ad Standards, a national, not-for-profit advertising self-regulatory body, on Feb. 2.

She was upset that the advocacy group appeared to be trying to mislead the public, and had concerns over the impact hormones may have on human health. More broadly, she said she dislikes the way the animal protein industry treats animals.

McQueen and many other complainants received a response Tuesday to inform them that Ad Standards contacted the advertiser for additional information.

“We were informed by the advertiser that, upon receipt of your complaint, the ad has been permanently withdrawn,” reads the letter signed by Yamina Bennacer, manager of standards at the organization.

Ad Standards will close its file on the matter as a result of this corrective action.

“I was very pleased that they had seen that a company is using language that is not true,” said McQueen.

The national ad campaign is intended to better inform millennials about Canadian dairy and clear up any misconceptions they may have, according to DDB’s website, with “an honest, candid approach to share truths about Canadian dairy products and the industry.”

It shares facts like the average Canadian dairy farm has 89 cows and the corresponding video ad includes a man sharing the names of those 89 cows.

Another print ad includes the text, “Real milk comes from real cows. Anything else is nuts,” highlighting a growing war of words between dairy farmers and alternative milk producers, such as soy or nut milks.

Aleksandra Sagan, The Canadian Press

Like us on Facebook and follow us on Twitter

Just Posted

COLUMN: Search for Grace shows community’s true nature

As Chilliwack searches for missing woman, a writer looks back 61 years at a similar story

Serious police incident unfolding at Sts’ailes

Small reserve near Agassiz surrounded by police vehicles, helicopter, ERT

VIDEO: Agassiz farm spreads awareness for barn owls

Miel Bernstein hopes others will learn how they can help the threatened owl species

Fraser-Cascade school district hosts by-election to fill void left by passing of Tom Hendrickson

Advance voting begins on July 17, with general voting on July 27

Chilliwack cadet takes staff position in Comox

Air cadet one of about 20,000 youth enrolled in programs across Canada this summer

VIDEO: Agassiz remembers local officer at grave-marking ceremony

Montague White-Fraser had been buried in the Old Cemetery for 92 years without a headstone

Olympic softball qualifier gets $150K boost from provincial government

2019 Americas Qualifier to be held in Surrey from Aug. 25-Sept. 1

Gas price inquiry questions Trans Mountain capacity, company denies collusion

The first of up to four days of oral hearings in the inquiry continue in Vancouver

‘Benzos’ and fentanyl a deadly cocktail causing a growing concern on B.C. streets

Overdoses caused by benzodiazepines can’t be reversed with opioid-overdose antidote naloxone

RCMP release sketch of suspect in SFU assault, appeal to witnesses who helped woman

The RCMP want to talk to two women who helped the victim after she got to the parking lot

Will you be celebrating national hotdog day with any of these crazy flavours?

The popularity of hotdogs spans generations, cultures

Former home of accused Penticton shooter vandalized

Ex-wife of man who is accused of murdering four people had her house vandalized

Survivor of near-drowning in B.C. lake viewing life through new eyes

“If I died that day, the baby wouldn’t know his dad,” said 31-year-old Mariano Santander-Melo.

‘Beyond the call’: Teen in police custody gets birthday surprise by B.C. Mountie

Unusual celebration started when Staff Sgt. Paul Vadik went to visit the teen in his Coquitlam cell

Most Read