- A vegan charity's advert, which depicted a baby being taken from its mother, has been banned by the Advertising Standards Authority.
- The 50-second spot from Viva! showed an ominous man taking a baby, telling the distressed mother, "You can't keep your baby because we want your milk."
- Viva! said the advert, titled "Scary Dairy", was intended to symbolise the unsettling process of dairy calves being separated from their mothers.
- The ASA deemed the advert "irresponsible" and "insensitive", particularly to those with experience of loss or trauma around parenthood.
- Watch the video in full above.
IN FULL
