Unilever faces backlash over mock animal abuse Marmite ad

Love it or hate it? Does Unilever's new Marmite ad in the UK belittle the work of animal welfare groups?

The UK’s Advertising Standards Authority (ASA) has received around 400 complaints about Unilever's new Marmite advert, contending that it trivialises animal abuse.

The ad shows Marmite tubs being rescued from neglectful owners and rehomed with caring families.

Belittling work of animal welfare groups?

Matt Wilson, press officer for the UK ad watchdog ASA, said that the organization had received around 400 complaints since the ad was aired last week.

“People think that it is in poor taste because it belittles the work of animal welfare and children’s charities.”

Wilson said that the ASA will decide next week whether or not to shut the ad down and launch an investigation.

Unilever makes RSPCA donation

Unilever has made a £18,000 (€21,000) donation to animal charity RSPCA, which has been enough to appease the organization.

"Love the advert or hate it - we are thrilled to announce that Marmite have put their money where their mouth is and are spreading the love for animal welfare by making a donation to the RSPCA,” said the organisation in a statement.

"Marmite have offered us £18,000 - which is how much it costs to run our inspectorate service for one day. This will make a massive difference to the animals and we are very grateful for their generosity."

A Unilever spokesperson said that the ad was light-hearted, went through a rigorous testing process and was not meant to cause offence.

Related News

The Turkish facility is Unilever's 35th ice cream factory

Unilever opens €95m ice cream factory in Turkey

Zevenbergen: "...foods and alcohol and tobacco are completely different things so I don't think we should even think about treating them in the same way."

Unilever: Healthier food choices must be ‘doable’

The measures set out by Minister of State for Health Promotion Marcella Corcoran Kennedy aim to reduce the intake of high fat, salt and sugar foods among children. ©iStock

Irish code of practice a ‘global first’ in curbing unhealthy food marketing


EU health ministers criticise efforts to tackle obesity and call for more regulation


Coca Cola partners urged to stop marketing Capri-Sun drink to kids

Denmark puts the squeeze on Marmite? Not necessarily

Denmark: There is no Marmite ban

Unilever has no comment on food brand sale speculation

Unilever has no comment on food brand sale speculation

Unilever licences Magnum chocolate countlines to Kinnerton

Unilever enters UK confectionery market with Kinnerton licensing deal

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.