Animal Defenders International


Animal Defenders International

Vision Express ends use of wild animals in advertising

Posted: 14 August 2012. Updated: 14 August 2012

Vision Express has agreed with Animal Defenders International (ADI) to introduce an ethical policy on animal use and will no longer feature any wild or exotic animals in their advertising.

The decision follows discussions with ADI about concerns on the use of performing wild animals, after Vision Express featured a monkey in a TV advertising campaign. Evidence presented to Vision Express included undercover video evidence collected by ADI investigators.

Tim Phillips, ADI Campaigns Director, who met with the Vision Express team said: “We are delighted with this responsible decision by Vision Express after listening to the concerns of ADI and our supporters. Companies can be persuaded that the use of performing wild animals is harmless fun, but when the facts of the life that these animals live are known, it is clear that it is no fun for the animals. Our investigations and video evidence reveal how the living conditions and behind-the-scenes suffering during training are the issues that companies need to consider.

“ADI is urging other companies to follow the example of Vision Express and make a commitment to an ethical policy on animals, and not use wild and exotic animals in advertising. Wild animals are rarely integral to these products, so why risk alienating potential customers who are concerned about animals?”

Statement from Vision Express: Animals in advertising

Vision Express has reviewed its policy regarding the use of animals in advertising after Animal Defenders International (ADI) and others raised concerns over the use of a monkey in a recent television advertisement.

Like many companies, Vision Express was directed and put their trust in a creative advertising agency on this matter. Clearly the wider ethical concerns were not comprehensively addressed by the agency.

Whilst Vision Express took all reasonable steps to ensure that the monkey in question was not mistreated in any way during the filming of the advert, they understand it is not possible to state with certainty how such animals have been trained over their lifetime, or importantly, the long-term experiences and care of such animals in captivity.

Vision Express includes customer feedback as part of their review process and have applied the insight provided by ADI in regard to this matter. As a result Vision Express has made the decision to no longer feature any wild or exotic animals in advertising

Notes to Editors:

Media contact
Angie Greenaway, Animal Defenders International
Tel: 020 7630 3344 or 07785 552548

Animal Defenders International
With offices in Los Angeles, London and Bogota, ADI campaigns across the globe on animals in entertainment, providing technical advice to governments, securing progressive animal protection legislation, drafting regulations and rescuing animals in distress. ADI has a worldwide reputation for providing video and photographic evidence exposing the behind-the-scenes suffering in industry and supporting this evidence with scientific research on captive wildlife and transport. ADI rescues animals all over the world, educates the public on animals and environmental issues.

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