The Great British Circus had advertised the claim "voted number one for animal care" on its posters across Britain throughout 2006. (click thumbnail left for bigger image). CAPS complained to the ASA that the claim was misleading because it had not been voted on but had been given by the editor of a trade newspaper, World's Fair. The ASA upheld the CAPS complaint, finding the ad had breached the codes on truthfulness and substantiation. Commenting on the 'animal care' award, it noted: "the ASA considered the word 'vote' was more likely to be understood as a decision taken by the majority of a group rather than one person's decision." The circus was told "to remove the word 'voted' and make clear the date and source of the award in future ads." To read the full ASA ruling click here. Original article from November 2006 The Bobby Roberts Circus, the last in Britain to still use a performing elephant, had advertised the claim on its leaflets and posters across Britain throughout the year. The claim refers to an award given by a circus trade newspaper, World’s Fair, six years ago. A member of the public complained to the ASA that “the claim was misleading because it implied that the award had been given to the circus by an animal welfare group”. The ASA also “challenged whether the reference to the award was misleading” as it had been given by the editor of a trade newspaper rather than being voted on. The ASA upheld both complaints, finding the ad had breached the codes on truthfulness and substantiation. Commenting on the ‘animal care’ award, it noted it “was presented by the World’s Fair on the basis of an individual’s opinion and was given over five years ago. We considered that readers would expect the award for animal care to have been given recently and that it had been voted for … we concluded that the claim was likely to mislead.” Another claim made on the poster was that the circus had been “voted best circus with animals”. According to CAPS, this award, by a circus enthusiasts group, was given in 2000 and the circus has not won it since. The ASA has told Bobby Roberts to remove the word ‘voted’ in relation to the ‘animal care’ claim and to “make clear the date and source of the award”. In May 2006, the ASA upheld a complaint against the Great British Circus which it felt falsely implied it was approved by the RSPCA. CAPS notes that it is a sign of the desperation of animal circuses that they have to make such claims. The circus industry gives these awards as an attempt to give credibility to the way animals are used in circuses, but CAPS has repeatedly shown how such awards are meaningless. The fact is that the public do not want to see animals being transported, housed and trained in circuses, as they are fully aware of the inherent cruelty in such travelling menageries. WHAT YOU CAN DO
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