The tax credits ad, which features penguins and a performing seal, has been criticised by the ADI, which claims the removal of the creatures from their natural habitat is 'cruel and disorienting'. With the Animal Welfare Bill expected to become law as early as next year, ADI chief executive Jan Creamer said the Government 'should set a better example'.
The charity has targeted national, regional, consumer, advertising and marketing press, encouraging people to complain to the ASA about the ad.
It believes around 20 complaints have been made, and is preparing to drive the message home by reminding ASA chairman Lord Borrie that the body's role is to 'make all ads, wherever they appear, to be both honest and decent'.
The charity is also preparing to target animal-friendly MPs in a bid to stop the COI from using ads that feature performing animals.
Creamer said the group had raised the matter with the COI, which had in turnreferred it to production company Therapy Films. Therapy insisted that it ensured the proper treatment of animals.
The charity has targeted national, regional, consumer, advertising and marketing press, encouraging people to complain to the ASA about the ad.
It believes around 20 complaints have been made, and is preparing to drive the message home by reminding ASA chairman Lord Borrie that the body's role is to 'make all ads, wherever they appear, to be both honest and decent'.
The charity is also preparing to target animal-friendly MPs in a bid to stop the COI from using ads that feature performing animals.
Creamer said the group had raised the matter with the COI, which had in turnreferred it to production company Therapy Films. Therapy insisted that it ensured the proper treatment of animals.
