Tesco hits out at 'misleading' ad

NIGEL COPE

Tesco, the supermarket group, has made a formal complaint to the Advertising Standards Authority about an animal rights advertisement that is aimed at stopping the culling of seals in Canada.

The International Fund For Animal Welfare (IFAW) ran a full-page advertisement in one of yesterday's newspapers calling for Tesco's chairman, Sir Ian MacLaurin, to ban Canadian tinned salmon in its stores in order to increase pressure on the Canadian authorities to stop the culling.

Under a graphic illustration, the advertisement headline runs: "Every tin of Canadian salmon Tesco sells is another blow Sir Ian."

Tesco said it had made the complaint because it felt that the advertisement could be misinterpreted. The company said yesterday: "Tesco does not condone the practice of seal culling but we believe this advert is misleading. We do not feel it is our role to make moral judgements on our customers' behalf. It is up to [them] to make an informed choice. We label our products clearly and display literature in the stores to enable them to do this."

IFAW said yesterday that it stood by its advertisement and planned to run it in other newspapers. It pointed out that it did not intend to harm Tesco, and had held discussions with the company before the advert appeared. The group had chosen Tesco for its promotion because Sir Ian had made a stand against selling Canadian fish in 1984. But the supermarket chain said that that situation had been different as it had involved baby seals.

The animal rights group also said that, in refusing to help to stop the killing, Tesco was inadvertently supporting the trade in seals' penises, regarded as an aphrodisiac in the Far East. Tesco said: "That is completely wrong. This has nothing to do with us. We think [this] trade is appalling. But it has nothing to do with tinned salmon."

The Canadians say the culling is necessary. At a press conference yesterday the Canadian High Commission said: "This cynical campaign, whose main purpose is to raise funds for the IFAW, is a further example of ... alarmist propaganda. If this technique is allowed to prevail it will not end with one supermarket chain or one product."

The commission said that the culling had to be done to curb the burgeoning population of harp seals in the North Atlantic. It added that the number of seals had doubled to 5 million in the past five years, and that each seal can consume up to 1.4 million tonnes of fish per year. The commission also said that only 3 per cent of seals are still clubbed. The rest are shot.

In a separate development, Tesco yesterday mailed out pounds 40m of money-off and product offers to holders of its loyalty card. Members who have collected more than 40 points, between 16 October and 12 November, will also be sent a turkey voucher worth pounds 3.55. Tesco's Clubcard has more than 6 million members, and more than 170,000 students have signed up for the company's student card.

Start your day with The Independent, sign up for daily news emails
Arts and Entertainment
The Doctor and Clara have their first real heart to heart since he regenerated in 'Deep Breath'
TV
Arts and Entertainment
Jamie Oliver
filmTV chef Jamie Oliver turned down role in The Hobbit
News
The official police photograph of Dustin Diamond taken after he was arrested in Wisconsin
peopleDownfall of the TV star charged with bar stabbing
Life and Style
Sony Computer Entertainment President and Group CEO Andrew House, executive in charge of Sony Network Entertainment, introduces PlayStation Now
tech
PROMOTED VIDEO
Arts and Entertainment
Jeremy Clarkson, left, and Richard Hammond upset the locals in South America
tvReview: Top Gear team flee Patagonia as Christmas special reaches its climax in the style of Butch and Sundance
News
people
Sport
Ashley Barnes of Burnley scores their second goal
footballMan City vs Burnley match report
Arts and Entertainment
Peter Mayhew as Chewbacca alongside Harrison Ford's Han Solo in 'Star Wars'
film
News
i100
Arts and Entertainment
Man of action: Christian Bale stars in Exodus: Gods and Kings
film
ebooks
ebooksA year of political gossip, levity and intrigue from the sharpest pen in Westminster
Arts and Entertainment
Tracy Emin's 1998 piece 'My Bed' on display at Christie's
artOne expert claims she did not
Life and Style
Apple showed no sign of losing its talent for product launches with the new, slightly larger iPhone 6 making headlines
techSecurity breaches and overhyped start-ups dominated a year in which very little changed (save the size of your phone)
Arts and Entertainment
Catherine (Sarah Lancashire) in Happy Valley ((C) Red Productions/Ben Blackall)
TV
Arts and Entertainment
Clueless? Locked-door mysteries are the ultimate manifestation of the cerebral detective story
booksAs a new collection of the genre’s best is published, its editor explains the rules of engagement
Sport
Robin van Persie is blocked by Hugo Lloris
footballTottenham vs Manchester United match report
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Money & Business

Selby Jennings: VP/SVP Credit Quant- NY- Investment Bank

Not specified: Selby Jennings: VP/SVP Credit Quant Top tier investment bank i...

Selby Jennings: Quantitative Research | Equity | New York

Not specified: Selby Jennings: Quantitative Research | Global Equity | New Yor...

Selby Jennings: SVP Model Validation

Not specified: Selby Jennings: SVP Model Validation This top tiered investment...

Selby Jennings: Oil Operations

Highly Competitive: Selby Jennings: Our client, a leading European Oil trading...

Day In a Page

A timely reminder of the bloody anniversary we all forgot

A timely reminder of the bloody anniversary we all forgot

Who remembers that this week we enter the 150th anniversary year of the end of the American Civil War, asks Robert Fisk
Homeless Veterans appeal: Former soldiers pay their respects to a friend who also served

Homeless Veterans appeal

Former soldiers pay their respects to a friend who also served
Downfall of Dustin 'Screech' Diamond, the 'Saved By The Bell' star charged with bar stabbing

Scarred by the bell

The downfall of the TV star charged with bar stabbing
Why 2014 was a year of technological let-downs

Why 2014 was a year of technological let-downs

Security breaches and overhyped start-ups dominated a year in which very little changed (save the size of your phone)
Cuba's golf revolution: But will the revolutionary nation take 'bourgeois' game to its heart?

Will revolutionary Cuba take 'bourgeois' golf to its heart?

Fidel Castro ridiculed the game – but now investment in leisure resort projects is welcome
The Locked Room Mysteries: As a new collection of the genre’s best is published, its editor Otto Penzler explains the rules of engagement

The Locked Room Mysteries

As a new collection of the genre’s best is published, its editor explains the rules of engagement
Amy Adams on playing painter Margaret Keane in Tim Burton's Big Eyes

How I made myself Keane

Amy Adams hadn’t wanted to take the role of artist Margaret Keane, because she’d had enough of playing victims. But then she had a daughter, and saw the painter in a new light
Ed Richards: Parting view of Ofcom chief. . . we hate jokes on the disabled

Parting view of Ofcom chief... we hate jokes on the disabled

Bad language once got TV viewers irate, inciting calls to broadcasting switchboards. But now there is a worse offender, says retiring head of the media watchdog, Ed Richards
A look back at fashion in 2014: Wear in review

Wear in review

A look back at fashion in 2014
Ian Herbert: My 10 hopes for sport in 2015. Might just one of them happen?

Ian Herbert: My 10 hopes for sport in 2015

Might just one of them happen?
War with Isis: The West needs more than a White Knight

The West needs more than a White Knight

Despite billions spent on weapons, the US has not been able to counter Isis's gruesome tactics, says Patrick Cockburn
Return to Helmand: Private Davey Graham recalls the day he was shot by the Taliban

'The day I was shot by the Taliban'

Private Davey Graham was shot five times during an ambush in 2007 - it was the first, controversial photograph to show the dangers our soldiers faced in Helmand province
Revealed: the best and worst airlines for delays

Revealed: the best and worst airlines for delays

Many flyers are failing to claim compensation to which they are entitled, a new survey has found
The stories that defined 2014: From the Scottish independence referendum to the Ice Bucket Challenge, our writers voice their opinions

The stories that defined 2014

From the Scottish independence referendum to the Ice Bucket Challenge, our writers voice their opinions
Stoke-on-Trent becomes first British city to be classified as 'disaster resilient' by the United Nations

Disaster looming? Now you know where to head...

Which British city has become the first to be awarded special 'resilience' status by the UN?