Fat Face, a clothing company have been forced to cancel their television advert after many complaints from viewers. The Advertising Standards Authority (ASA) stated that Fat Face were in fact breaching the British Code of Advertising over an image that features in Fat Face’s clothing catalogue. The image is of a male model tugging at a horse’s mouth and he does not adhere to safety standards as he is not wearing a riding hat. The ASA received 29 complaints about the advert. Horse and Hound and Fat Face also received complaints.

The ASA said “Because the horse appeared to be in distress, [we] considered the image was likely to cause serious offence to some readers. We also considered that the advertising condoned and encouraged unsafe practices because the rider was not wearing a riding hat, contrary to generally accepted safety advice. Fat Face [also] said the stable that supplied the horse confirmed the animal had not been hurt during the shoot.” Fate Face have not been prosecuted as they have removed the advert out of their catalogue, apologised for the incident and have said that they will never use horses in their marketing and promotional activity again. Fat Face commented to Horse and Hound in September saying “we would never intentionally cause harm to any animal or person and apologise for any upset caused to horse lovers and customers.”

If you own your own horse, make sure that you have taken out adequate protection to not only protect your horse but also safeguard your pocket. E&L have several horse insurance policies to suit different needs and budgets. E&L equine insurance policies offer cover for vet fees, public liability, saddlery and tack, theft plus much more. Premiums start from as little as £3.30 a month. Please visit www.eandl.co.uk/equine to find out more information.

Source: www.horseandhound.co.uk/news/397/292876, 10th December 2009

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