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'Race' milk ad complaints rejected


 Complaints that a milk advert was racist because it showed a white bull getting "purer" by losing its black patches have been dismissed by the Advertising Standards Authority
ruled Cravendale milk ad was not offensive The cartoon campaign for Cravendale milk prompted 11 complaints, 10 against a television advert and another about a magazine advert.

The ASA did not uphold the complaints, saying viewers were unlikely to see the adverts as racist so widespread serious offence was unlikely.

The ruling said: "The cows were intended as a visual metaphor for milk which underwent extra filtration processes.

"We considered viewers were likely to understand that the black and white bulls in the ads were intended as a metaphor for milk and were unlikely to interpret the visual representations of the purification process as being racist.

"We concluded that the ads were unlikely to cause serious or widespread offence."

During the television advert an animated bull was shown visiting a milk bar. It appeared angry and demanded milk, drinking every bottle. It was then sent down a chute to the Cravendale purity room were its black patches were gradually removed and it passed signs saying "pure" and "purer".

The magazine advert showed a picture of a black and white cow next to the phrase "fresh milk". A sieve was shown below and underneath that was a white cow, alongside the text "only purer".

Additional text below said: "Cravendale is purified to remove the bacteria that turns milk sour. So you get a clean, fresh tasting milk."

Leeds-based Arla Foods Ltd, which makes Cravendale milk, said the adverts were created to represent its unique filtration process. The television advert was designed to show that the angry bull was calmed by the milk's filtration process, it said. It said the adverts were not intended to be racist and it did not believe that they were offensive.

i dunno wot the worlds cummin too  ??? ???    its getting so  your afraid to open your mouth in case somone takes offence to it
im sorry but  if i have something to say ,,,,,, i say it  and if they dont like it  then    $"^%&**   THEM

I have to agree with you there DIGGA, its getting so that your afraid to go out just in case you offend somebody  ???
So much for the freedom of speech  :P

Broken britian Hey !

If you really want to be sickened read some of the storys on the BMP web site im sure our fathers and grand fathers DIDNT go through 2 world wars for this !