PETA takes aim at SIA’s rodeo scene

Commercial criticised by rights group, but carrier says Peta has ignored it’s conservation efforts
Leong Wee Keat, Today Online 6 Jun 08;

THE television commercial shows a man on a horse and a voice-over that says: “A visit to a rodeo is a must ... Explore the treasures of the American South.”

It may seem innocuous enough to some, but this commercial by Singapore Airlines (SIA) to promote its four weekly flights to Houston — featuring the annual Livestock Show and Rodeo, one of the city’s most popular tourist attractions :— has sparked a reaction from People for the Ethical Treatment of Animals (Peta).

Claiming the ad shows “a lack of compassion towards animals”, the Asia Pacific branch of the US-based animal rights group gave SIA its Litterbox Award. Others so dubiously honoured include Australian telecommunications company Optus.

Was Peta targetting SIA, given the airline’s prominent profile? In January, the group slammed SIA’s print ad promoting travel to India that featured an illustration of a man with an ankus sitting atop an elephant and making it bow.

An SIA spokesperson told Today, it was “unfortunate” Peta had, “once again, shown its lack of interest in SIA’s many efforts in animal protection and conservation”.

Through its cargo business, SIA has been “actively supporting” conservation programmes at zoos and reserves around the world by helping to relocate endangered animals for well-managed scientific breeding, he said.

As for the ad in question, the spokesperson said: “SIA recognises the many attractions in Houston in its advertisements. The Houston Livestock Show and Rodeo follows mandatory regulations on the proper and humane treatment of livestock. The decision on attending is a matter for the individual.”

Mr Louis Ng, president of the Animal Concerns Research and Education Society (Acres) in Singapore, has not seen the commercial but felt SIA could be more careful when using animals in its promotional material.

He noted that SIA was “one of the few airlines” that has taken sharks’ fins off its menu. “And if they can take that step towards being animal friendly, it would be contradictory if their advertisements involved animal exploitation”, Mr Ng added.

Among other high-profile companies targeted by Peta are Kentucky Fried Chicken, McDonald’s and Burger King.