The Advertising Standards Authority (ASA) has ruled in favour of a national press advert from Compassion in World Farming, the farm animal welfare charity after a complaint challenged the advert as misleading.

The advert asks: “What noise does a piglet make when its teeth are cut off without anaesthetic? Same as you” with an image of a piglet next to the text.

The ASA upheld the advert, ruling that it was not in breach of CAP clauses 3.1 (Substantiation) and 7.1 (Truthfulness).

Richard Brooks, director of marketing at Compassion in World Farming, said: “We are delighted with the ASA ruling. We knew we were in safe hands with The Good Agency and our goal has always been simple - to stop cruel farming practices. Our advert reflects this with a clear hard-hitting approach to make people think about the proper treatment of farm animals."

This advert is part of a larger campaign Compassion in World Farming has been developing with The Good Agency including online activity and an extensive social media programme.