Goldfish ad withdrawn, SPCA delighted

2011-05-20 14:21

kalahari.com

Johannesburg - The National Council of SPCAs is "delighted" that an advert featuring a goldfish struggling to breathe has been withdrawn.

"The National Council of SPCAs believes that the definition of an animal in the Animals Protection Act includes fish and that without a doubt, fish can suffer and feel pain," spokesperson Christine Kuch said in a statement on Friday.

"The NCSPCA is delighted to report on [the] landmark finding."

She was reacting to a ruling by the Advertising Standards Authority (ASA) that an advert by the SA Cystic Fibrosis Trust, featuring a goldfish out of water on a table struggling to breathe, must be withdrawn.

In the advert, the fish is thrown back into the water after a few seconds and swims around again.

A voice-over then states: "Like a fish out of water should be an expression, not something to describe your breathing, yet today millions around the world suffer from a debilitating, terminal disease called cystic fibrosis - a disease that makes them feel like they’re about to take their last breath. The South African Cystic Fibrosis Trust needs your help…”

‘Goldfish can feel pain’

ASA received a complaint about the advert, that was flighted on DStv channels, from Ms JD Baird, who complained it showed cruelty to animals as the fish had to fight for its life.

Kuch said there was scientific proof goldfish could feel pain. There had also been no supervision by a relevant organisation, such as the NCSPCA or the Animal Anti-Cruelty League, during the shooting of the advert.

ASA confirmed the ruling, saying it was handed down on April 19.

It concluded that "given the lack of evidence of supervision or approval of the relevant footage, coupled with the potential for imitation and concomitant harm to animals, the commercial is in contravention of [the regulation]... that states that advertisers must satisfy the ASA that no animal was caused pain or distress in the course of making any advertisement".

The UK-based Telegraph reported on its website last year that scientists had done tests on goldfish to try and determine if they felt pain.

In the test, half the fish received a painkilling injection of morphine and half did not, after which all fish were exposed to painful heat.

The reactions were the same initially, but two hours afterwards, the fish that did not get morphine, "showed hovering behaviour and were less active", scientist Joseph Garner told The Telegraph.

"These are defence and fear behaviours," he said.

This proved, according to Garner, that "there is some sort of central experience of that painful stimulus".

- SAPA

Read more on:    spca  |  animals  |  advertising
NEXT ON NEWS24X

Read News24’s Comments Policy

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
44 comments
Add your comment
Comment 0 characters remaining
 

Inside News24

 
 

ANCYL: Not voting would be blasphemy

Not voting in the forthcoming elections would be blasphemy, the ANCYL says in a statement commemorating the 50th anniversary of struggle icon Nelson Mandela's Rivonia trial speech.

 
 

Latest elections multimedia

Why Jack Parow wants you to vote on 7 May
The ad the SABC doesn't want to air
Elections 2014 in one cartoon
This year's election posters
 
Traffic
Lottery
 
  • Thursday Sir Lowry's Pass - 05:35 AM
    Road name: Old Sir Lowrys Pass Road
    TRAFFIC LIGHTS not working at Bezweni Road
  • Thursday Cape Town - 05:35 AM
    Road name: Buitengracht Street
    TRAFFIC LIGHTS not working at Waterkant Street
 
More traffic reports...
 

Jobs in Cape Town [change area]

Property [change area]

Travel - Look, Book, Go!

Escape winter, head to Mauritius

Escape winter by spending 7 nights in Mauritius' tropical bliss from R13 215 per person sharing. Includes return flights, airport transfers and accommodation. Book now!

Kalahari.com - shop online today

Get many eggs in one basket!

Gaming bundles: 2 Super Hits games for R99, 3 Disney games for R99 and more + exclusive accessory bundles only available on kalahari.com. While stocks last. Shop now!

25% off bestselling books!

The Real Meal Revolution by Tim Noakes, Jeffrey Archer’s Be Careful What You Wish for, Man’s Search for Meaning by Victor E. Frank and many more titles. Shop now!

Up to 25% off electronics

Buy top electronics and save up to 25%. Such as kalahari.com’s 1# selling product the gobii eReader, Patriot X Porter flash drive, Asus Nexus 7” 3G tablet, Samsung Galaxy SIII, Lenovo G580 Notebook and many more. Shop now!

DStv HD PVR Decoder now R949

The DStv HD PVR Decoder has further revolutionised the television experience with lifelike viewing, sharper images, more vibrant colours and precision picture quality. Now R949, save R550. Offer valid while stocks last. Shop now!

Up to 30% off appliances & homeware

Save up to 30% on appliances and homeware this Easter! Offer valid while stocks last. Shop now.

OLX Free Classifieds [change area]

Samsung Galaxy s4

Mobile, Cell Phones in South Africa, Western Cape, Cape Town. Date October 24

Best bargain in big bay

Real Estate, Houses - Apartments for Sale in South Africa, Western Cape, Cape Town. Date October 25

VW Golf 6, 1.6 Trendline (Excellent condition)

Vehicles, Cars in South Africa, Western Cape, Cape Town. Date October 25

BlackBerry Bold 9780

BlackBerry 6 Engage your world with BlackBerry 6 OS on the...

From R3049.00

I'm shopping for:

Horoscopes
Aquarius
Aquarius

There may be a break through, either through quiet contemplative time to connect to your deep side or forced on you by...read more

There are new stories on the homepage. Click here to see them.
 
English
Afrikaans
isiZulu

Hello 

Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.


Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.

Settings

Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.








Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.