The complainant claims that the campaign is too negative for Albert Heijn and therefore contrary to good taste and morals. It is commonly known that the Advertising Code Commission is very liberal when it comes to good taste and morals. In a way anything is allowed, as long as it is not contrary to the truth, public interest, or unnecessarily damaging.
Research from the University of Wageningen has proved in 2011 that of all live stock, broiler chickens have the worst life. It is also not contrary to the Advertising Code to mention a supermarket by name. In 2013 the ACC had already indicated in other complaints that Wakker Dier is free to ventilate her opinion. The parody with hamsters not excepted. It is allowed to use advertising properties as long as there is no confusion. The complaint was therefore rejected.advertising-law