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| Notts County demands Peta anti-dairy advert is removed | Notts County demands Peta anti-dairy advert is removed |
| (4 months later) | |
| Notts County football club has demanded a sexually suggestive advert by the animal rights group Peta is removed from outside its stadium. | Notts County football club has demanded a sexually suggestive advert by the animal rights group Peta is removed from outside its stadium. |
| The anti-dairy poster by People for the Ethical Treatment of Animals is on a billboard at the Meadow Lane ground. | The anti-dairy poster by People for the Ethical Treatment of Animals is on a billboard at the Meadow Lane ground. |
| The club said it was "not in keeping" with its family ethos and that it would be replaced by Friday. | The club said it was "not in keeping" with its family ethos and that it would be replaced by Friday. |
| Peta said it was a "cheeky" advert with a serious message and that it would be reactionary to take it down. | Peta said it was a "cheeky" advert with a serious message and that it would be reactionary to take it down. |
| The advert was posted on Wednesday and warns people that dairy could be harmful to people's health advising "Don't swallow. Ditch dairy". | The advert was posted on Wednesday and warns people that dairy could be harmful to people's health advising "Don't swallow. Ditch dairy". |
| The picture, which the BBC has chosen to blur, shows a woman spattered with white liquid next to the words "some bodily fluids are bad for you". | The picture, which the BBC has chosen to blur, shows a woman spattered with white liquid next to the words "some bodily fluids are bad for you". |
| Peta said it was prompted by a Swedish study which appears to indicate drinking milk could be harmful, although researchers issued a warning that the results should be "interpreted cautiously". | Peta said it was prompted by a Swedish study which appears to indicate drinking milk could be harmful, although researchers issued a warning that the results should be "interpreted cautiously". |
| But Notts County reacted swiftly after it saw the billboard and called for its removal. | But Notts County reacted swiftly after it saw the billboard and called for its removal. |
| Damian Irvine, the club's commercial director, said: "Once the content of this advert was identified we informed advertising company Space Outdoors who agreed the content was not in keeping with our community and family focused values. | Damian Irvine, the club's commercial director, said: "Once the content of this advert was identified we informed advertising company Space Outdoors who agreed the content was not in keeping with our community and family focused values. |
| "The agency committed immediately and proactively to change the advert effective Friday, 5 December." | "The agency committed immediately and proactively to change the advert effective Friday, 5 December." |
| Peta said families were subjected to "misleading dairy-industry advertisements" and this poster was to counter those arguments. | Peta said families were subjected to "misleading dairy-industry advertisements" and this poster was to counter those arguments. |
| "This tongue-in-cheek billboard delivered a serious message, and it seems reactionary to remove it," a spokesman added. | "This tongue-in-cheek billboard delivered a serious message, and it seems reactionary to remove it," a spokesman added. |
| A spokeswoman for the Advertising Standards Authority said it cannot comment on individual adverts but if people were offended they can complain to the authority, | A spokeswoman for the Advertising Standards Authority said it cannot comment on individual adverts but if people were offended they can complain to the authority, |