Tastic Rice responded that the reasonable viewer is not so hypersensitive and has sufficient experience not to attach a literal meaning to the commercial.
The ASA consulted the NSPCA for expert input and was advised that the ad was at best distasteful and at worst a potential violation of the Animal Protection Act.
The ASA noted that it appeared to be common cause that animal neglect and cruelty is a social problem in South Africa and warrants attention. The ASA, however, accepted Tastic Rice's point that the commercial's intended message is that the family enjoyed the rice so much they could not leave any for the dog. The ASA also noted that the dog appeared to be well fed and cared for, and that it clearly had its own food bowl. The payoff line "Don't expect everyone to thank you for cooking with Tastic" supports the intended communication.
In dealing with the NSPCA's concern, the ASA questioned whether the ad might reasonably be thought to condone or encourage cruelty or irresponsible behaviour towards animals.
The ASA concluded that a reasonable consumer is not likely to view the ad as condoning the abuse of animals.
The yardstick of the "reasonable person" often guides the ASA in matters of this nature as it helps strike a healthy balance between societal concerns and advertising practice. "Reasonableness" is a device for ensuring that the people's voice is not drowned out by the objections of those who are ultra-sensitive on a certain subject or have their own special agenda.
Advertising Standards Authority
