NPA accuses Amazon of encouraging illegal pig feeding practice

The NPA has complained to the Advertising Standards Authority (ASA) about an Amazon advert showing a pet pig being fed kitchen scraps.

The advert for the Amazon Echo Dot, which is being 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 her complaint, NPA chief executive Zoe Davies pointed out that this is classed as swill feeding, which has been illegal in the UK since 2001. The ban was imposed after pigs fed infected waste food caused the ‘devastating’ 2001 foot-and-mouth disease outbreak. Swill feeding became illegal throughout the EU in 2002.

“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),” Zoe wrote.

She stressed that ASF survives for a long time in meat and has been spreading from country to country as people inadvertently take meat from affected countries and allow pigs to gain access to it.

“We do not have the disease in the UK and we are working really hard with other industry groups and the government to try and keep it out by attempting to educate the public about the illegality and the risk of feeding kitchen scraps to pigs,” Zoe added.

“This advert undermines all those efforts and because of the advertising budget, will be seen by a much wider audience. We also have a large smallholder and pet pig community in the UK and we know from studies that feeding kitchen scraps, despite being illegal is still practised, so the risk is already present.”

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’.

Illegal practice

Vet Duncan Berkshire, president of the Pig Veterinary Society (PVS), has also complained to the ASA as an individual and to Amazon on behalf of the PVS.

He has asked the online retail giant to remove footage of this illegal practice from all forms of media immediately.

“There are huge efforts coming from the pig sector and Government to make people, especially unsuspecting members of the public with small holdings and pet pigs, aware of the risks that this practice puts the UK pig population at, along with making them aware that they are breaking the law,” he wrote.

“A company as big and influential as Amazon has a huge responsibility to make sure that its customers are informed correctly and you have made a big mistake here, portraying something that is illegal in an advert that will be aimed to be watched by potentially millions of people.”

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About The Author

Editor of LBM titles Pig World and Farm Business and group editor of Agronomist and Arable Farmer. National Pig Association's webmaster. Previously political editor at Farmers Guardian for many years and also worked Farmers Weekly. Occasional farming media pundit. Brought up on a Leicestershire farm, now work from a shed in the garden in Oxfordshire. Big fan of Leicester City and Leicester Tigers. Occasional cricketer.