The complainants questioned a statistic the advert used, in text saying '95,000 Male Calves Shot in a Year – The Dairy Industry's TRASH'
One of the adverts by Ecotricity showed minced meat coming out of an electric socket - leading to two complainants branding the adverts 'offensive and distressing'
The cinema ad showed images of pig farming from the UK
The ruling is the result of a Go Vegan World campaign dispute
Two people contacted the Advertising Standards Authority to complain
The Advertising Standards Authority rejected Public Health England's independent research in favour of the meat industry's own data
The advert says dairy production is inhumane
Viva! maintains it has evidence for all its claims