The NPA complained to the Advertising Standards Authority that the advert appeared to show a child feeding a pig kitchen waste.
Retail giant Amazon has agreed to change an advert after a complaint by the National Pig Association (NPA) that it showed a boy feeding a pig with what looked like kitchen waste.
The advert for the Amazon Echo Dot, which was shown in cinemas, features a small boy with a pet pig. During the advert, the boy scrapes uneaten food from his plate for the pig to eat.
In a complaint to the Advertising Standards Authority (ASA), NPA chief executive Dr Zoe Davies said this was classed as swill feeding, which has been illegal in the UK since 2001.
“What really concerns us, is not just the fact that the ad appears to encourage an illegal act, but the fact that we have another disease spreading through the EU, all over China and several other Asian countries called African swine fever (ASF),” she said.
She called for the ASA to help the industry in preventing this advert from being shown and ‘keeping ASF and other awful notifiable diseases out of the UK pig population’.
Vet Duncan Berkshire, president of the Pig Veterinary Society (PVS), also complained to the ASA as an individual and to Amazon on behalf of the PVS.
He asked the online retail giant to remove footage of this illegal practice from all forms of media immediately.
The ASA informed them that their complaints have had the desired response.
The ASA said it thought they had a valid point and instructed Amazon to change the advert.
“We asked them to remove the scene in question, and I am pleased to advise that we have received an assurance from them that they will make that change should the ad appear again.”
Dr Davies added: “This is an excellent result.
“We are really pleased the ASA understood the seriousness of our complaint and reached the same conclusion.
“We also welcome what appears to be Amazon’s promise to remove the footage from future adverts. And we hope this sends out a message to other media outlets and advertisers.
“We are also stressing yet again how important it is that all pig owners adhere to the swill feeding - and that means not feeding kitchen waste, even if it does not contain meat.”