The UK's Advertising Standards Authority (ASA) has confirmed the accuracy of a Go Vegan World campaign which describes animal research as 'torture'.
The controversial campaign featured on public transport pictures a mouse touching a human hand.
Alongside the image is text that reads: "They Trust Us, We Torture Them for Research".
The campaign was brought to the attention of the ASA by a medical scientist who argued that, because such experimentation falls within federal regulations, it can't be classified as torture.
However, Go Vegan World provided sufficient evidence to the ASA to convince the organization otherwise - and have noted also that said experimentation 'does not produce useful data for humans'.
The evidence provided to the ASA included a number of statistics on animal testing in the UK - including that nearly 4 million procedures were conducted in 2016 alone, and that seven animals are experimented on every minute.
A Statement from Go Vegan World said: "To the animal who had one life and whose only life has been taken from them, they have lost everything.
"Using other animals as research objects constitutes institutionalised killing, despite the fact that death is no doubt a mercy for the individuals who are deemed to have reached the end of their usefulness to research."
This is not the first case the ASA has managed pertaining to a Go Vegan World campaign.
A 2017 campaign which described the dairy industry as 'inhumane' was also deemed accurate.
The animal advocacy organization does not mix messages surrounding its stance on human-animal relations.
After the ruling, Go Vegan World Director Sandra Higgins said: "Animal experimentation is the stuff of nightmares.
"We should not support it, any more than we should support killing other animals for food or any other use."
Emily Court is a passionate ethical vegan from Eastern Canada. She is a Challenge 22 Mentor, Digital Writer, and experienced animal advocate driven by issues of animal liberation and social justice. She studied at Dalhousie University, where her thesis highlighted intercultural and gender relations. She is an established public speaker, writer, and world traveller with a drive to provide a voice to those who might not otherwise have one. You can follow her on Instagram @emily.j.court or on Twitter @_EmilyJCourt_.
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.
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