The Agriculture and Horticulture Development Board (AHDB) came out fighting this Veganuary with its ‘Eat Balanced’ campaign, spending a reported £1.5 million on ads that specifically mention vegan diets and nutrients such as B12 and iron. There’s a strong focus on health, some mention of the planet, but nothing about the impact on animals. So, of course, we’ve released our own ad to set the record straight.

In our video This is how the dairy industry lied to the world, we revealed the many ways in which just one of the many faces of animal agriculture has been colluding with governments to mislead the world for over a century. Manipulative messaging has been a huge part of that lie, so let’s look at some “iconic” advertising that demonstrates the psychological tricks being used to fool people into consuming more animals.