Following a three-month investigation, the ASA has concluded the advertisement breached rules 3.1 (misleading advertising) and 3.7 (substantiation) of the UK code of non-broadcast advertising, sales promotion and direct marketing. It means Sighthound Welfare Ltd will not be able to publish the advert in its current form and must ensure any future adverts do not make wildly inaccurate claims.
The ruling relates to the following billboard:
Kevin Boothby, Oxford Stadium Managing Director, said: “We welcome the Advertising Standards Authority’s conclusion to their investigation and look forward to the beginning of an exciting new era for greyhound racing in Oxford.
“We understand campaign groups opposed to greyhound racing are entitled to voice their opinions. But it is essential they deal with facts and avoid publishing wildly inaccurate statistics which demonstrate a complete lack of knowledge and understanding of our sport.
“Greyhound welfare is our foremost priority at Oxford Stadium. We have invested over £250,000 into our kennel and veterinary facilities to provide world-leading standards of care which are matched by trainers under the GBGB’s strict Rules of Racing.
“Anyone concerned about the welfare of greyhounds participating at Oxford Stadium is welcome to visit our facilities and see for themselves how greyhound racing in its modern format is leading animal welfare standards globally.”
Mark Bird, Chief Executive Officer of the Greyhound Board of Great Britain (GBGB), the regulator for licensed greyhound racing, said: “We are pleased with the outcome of the ASA’s ruling which highlights the misleading tactics used by some campaign groups opposed to our sport.
“Welfare is paramount within licensed greyhound racing and, once open, Oxford Stadium will closely adhere to GBGB’s Rules of Racing to safeguard the health, safety and wellbeing of their athletes at all times.”
