New Sofology advert

[Classiccar1]

Have you seen the new Sofology advert? A mom and daughter choosing a guinea pig to match the colour of their sofa, WTF? I hate many current ads but this one really upset me. Is it me? or do you agree with me.

Why does it upset you?

Why, on earth, would it upset you? Unless this is a spoof post to illustrate how every OP now is bonkers.

Yeah, I couldn't believe it was allowed, strange in this day and age when so many people are animal rights focused (I'm not massively myself but assumed this advert would cause uproar)

I barely watch TV adverts but I saw this one and enjoyed it.

I thought they chose the sofa to match their guinea pig.

The advert is completely inappropriate. Guinea Pig Welfare UK have complained to Sofology:

Statement from Guinea Pig Welfare UK on the Use of Live Guinea Pigs in Sofology’s “New Pet” Advert

Guinea Pig Welfare UK is deeply concerned by the use of live guinea pigs in Sofology’s recent television advert, “New Pet”, which features guinea pigs being selected for their colour to match home décor. While the advert may appear light-hearted, we believe it raises serious welfare concerns.

Guinea pigs are prey animals with highly sensitive stress responses. The process of transporting them to filming locations, handling them on set, and exposing them to unfamiliar environments, lighting, and noise can cause significant distress. In our opinion, the guinea pigs featured in the advert appear visibly stressed, and their welfare may have been compromised during production. Very poor welfare messages are promoted throughout the advert in the use of a single Guinea Pig and the handling showing Guinea Pigs being lifted off the ground.

We do not support the use of live guinea pig, or any prey species, in entertainment or promotional campaigns. Their welfare must always be paramount, and their use in such contexts often fails to meet the standards outlined in the Animal Welfare Act 2006 and the Five Welfare Needs framework.

We are disappointed to see Sofology, a major UK brand, using live animals in this way. Many members of the public have expressed similar concerns, and we encourage those who feel strongly about this issue to make their voices heard. Complaints can be submitted to:
• Sofology directly www.sofology.co.uk/priority-support
• The Advertising Standards Authority (ASA) www.asa.org.uk/make-a-complaint.html
• The BVA offers a template letter to address concerns on the use of animals in advertising and information on the five welfare needs www.bva.co.uk/resources-support/ethical-guidance/advertising-guidelines-pets-in-advertising-a-social-concern/

Guinea Pig Welfare UK will continue to advocate for the ethical treatment of guinea pigs and promote alternatives to live animal use in media. For further information or to support our work, please visit www.guineapigwelfareuk.co.uk

I'm so glad to read that Guinea Pig Welfare have responded so well. Guinea pigs (and rabbits) are so badly treated as pets and this sort of advert just reinforces that.

Totally unacceptable and in poor taste. Every guinea pig rescue is full to the point of having to close their doors so to portray these creatures as accessories is just vile. They are classed as exotic pets need very special care and can be very expensive to keep if they are looked after properly. I have put in a complaint with advertising standards and I hope everyone who is concerned for the welfare of animals will do the same

I completely agree, I can't believe an advert like this is allowed to air, the whole situation of someone buying a guinea pig to match their sofa is so tasteless. Its thinking like this that means so many pets are given up, abandoned or neglect, because people see them as toys/accessories and soon as they are bored with them or they are not fashionable anymore they get rid, much like they will do with the sofa. I have complained to Advertising Standards as well.

I agree it’s a completely irresponsible advert, promoting choosing an animal based on it matching your decor, it’s treating the animal as an object not a living creature, we know how many irresponsible or cruel owners are out there we don’t need Sofology making this a perfectly normal way to choose a pet, it’s awful and I hope it’s removed.

I complained to advertising standards (and they admitted many people had) but they found nothing wrong with the advert so it will continue to air. I have written to Sofology to say I will vote with my purse and never buy from them.

Oh dear, I thought it was a bit tongue in cheek

I also thought it was a grandmother, not a mother.

So Im wrong on both counts it seems.

I agree that the message behind the advert is awful and reinforces people treating animals as fashion accessories and something that can come and go on a whim. Plus obviously the stress to the animals used in making the advert.

I had a similar experience when I used to foster rescue cats. Someone came to meet a cat who was a bit shy and hid under the sofa. While I was chatting to the prospective adoptees, rattling a bag of Dreamies and hoping she'd come out, one of our other fosters was jumping up and down in front of the visitors, being friendly and saying hello.

So I said 'she likes you and is also available for adoption'. But they replied with a bit of a sneer 'oh no, she's the wrong colour for the name we've chosen' . Thankfully they didn't ask to adopt any of our cats as we'd have probably turned them.