An “indecent” billboard which featured a surprised looking woman splashed with white fluid, and was part of a campaign to persuade locals to become vegetarians, is being taken down today after complaints.
The hoarding, which reflected claims in a recent Swedish study that suggested drinking milk could be harmful, made obvious reference to what local newspaper the Nottingham Post called a “sex act”, in exhorting people to not “swallow” “some bodily fluids”. Although the PETA slogan ‘Ditch Dairy’ was printed in the corner in smaller letters, the allusion to the pornographic ‘bukakke’ trope was too much for some locals.
Nottingham County Football Club, whose Meadow Lane stadium was directly next to the billboard and took action to have it removed said they didn’t think it would be appropriate for families coming to Christmas football matches. A spokesman said: “Once the content of this advert was identified we informed advertising company Space Outdoors who agreed the content was not in keeping with our community and family-focused values.
“The agency committed immediately and proactively to change the advert effective Friday December 5. Families coming along to Meadow Lane for our blockbuster Christmas matches against Swindon Town on December 13 and against MK Dons on Boxing Day will not be subjected to the ads”.
PETA, or People for the Ethical Treatment of Animals, is a long standing radical animal rights group which has been linked on-and-off for decades to the Animal Liberation Front. London group Understanding Animal Research says of groups like PETA: “Extremists try to impose their views on others by criminal activity, violence, intimidation and harassment.
“This is fundamentally undemocratic, as well as extremely distressing for the targets. Perhaps ironically, it also has the effect of polarising and silencing sensible debate about the use of animals in research.”
PETA themselves, who promoted their poster alongside their ‘vegetarian/vegan starter kit’ on their website, called the poster “cheeky”. According to the group, their propaganda campaign is having some effect in the UK. They said in a blog celebrating the poster: “Britain’s taste for dairy products is changing: the volume sales of plant-based milks, such as soya milk, almond milk and rice milk grew by 155 per cent from 2011 to 2013, with one in five households now choosing to buy non-dairy products. Meanwhile, the sales of dairy milk dropped 20 per cent from 2010 to 2014.”