Archive for: Advertising Guidelines

Use language that acknowledges that animals are sentient individuals not objects. Refer to them as “he/she/them” not “it,” “who” not...

Avoid sexualizing animals or using them as symbolic stand-ins for human sexual attributes (ex: equating chicken breasts with human female...

Avoid gendered messages that associate idealized masculinity (culturally and biologically) with animal use or abuse (ex: meat-eating, hunting, domineering over...

Be cautious about portraying endangered species, as studies have shown that audiences tend to get the impression that a species...

Avoid using wild animals (such as captive, trained animals) as performers, and instead use digital technology to represent them. Actors...

If using nonhuman animals to associate a trait with a brand or product, consider the effect to the species in...

Have human characters in advertisements model sustainability, responsibility, respectfulness, and

In order to create a culture that identifies with helping others (including other species), try to incorporate charitable/altruistic appeals rather...

Avoid “greenwashing,” i.e. implying environmental benefits where few or none exist or exaggerating benefits of a company or product in...