Advertising Netherlands - Tiger Mascara - animal abuse?

The new campaign for Maybelline's' The Colossal Cat Eyes shows a leopard and two young tiger cubs on a leash. The mascara (and brush) gives a feline glance. Use of animals in commercials is a very sensitive and because of this a complaint with the Advertising Code Committee was filed.

The complainant states that wild animals have nothing to do with mascara. Animals must not be exploited on television, they belong in the wild and not on a leash.
The Chairman of the complaint stated that based on the commercial, there is no animal abuse. Maybelline also presented a statement from the Animal Anti Cruelty League. The commercial is set in South Africa in a shelter for injured and rejected animals. These animals are completely domesticated and have been handled with care. There is no absolute prohibition to work with animals in commercials. The complaint is therefore unfounded.


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MENTOS has been selling chewing gum under the name MENTOS PURE FRESH for several years. In order to protect her rights MENTOS has registered the following trademarks: the logo MENTOS PURE FRESH, the logo MENTOS PURE FRESH 3 and a figurative depiction of the word PURE. Defendant sells chewing gum under the trademark DENTYNE PURE and has registered its logo as a trademark. Infringement or not?
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