Vegan Friendly Ad Banned in Israel to Air in US and UK Cinemas and Streaming

A new commercial by the Vegan Friendly organization, featuring a chick turning into a schnitzel, was banned from Israeli TV and cinemas despite a half-million shekel investment. The ad, which uses no AI or advertising agency and involved dozens of staff, was rejected by Israeli broadcasters Channel 12, Channel 13, and Kan 11, as well as cinema chains Cinema City and Planet, due to its controversial message promoting veganism. The Second Authority for Television and Radio ruled the ad violated regulations prohibiting advertisements on divisive public issues.

Vegan Friendly CEO Omri Paz explained that after multiple rejections, they signed a 200,000 shekel contract with Charlton's Sport 1 channel to air the ad during the World Cup semifinals and final. However, the channel later withdrew, citing regulatory concerns, prompting the organization to prepare a one million shekel lawsuit for damages. Legal negotiations are ongoing, with Charlton declining to comment.

Undeterred, Vegan Friendly shifted focus abroad, purchasing advertising slots in the US and UK where the ad will run from August 10 to mid-September. In the US, the commercial will be shown in over 1,300 NCM cinemas, reaching over a million viewers, while in the UK it will appear on streaming platforms like Paramount and Discovery. Paz criticized Israeli broadcasters for allowing ads promoting meat consumption while banning vegan messages, calling it a negative incentive for future vegan campaigns in Israel.

The Second Authority reiterated the ban was consistent with its rules on controversial topics and offered the advertiser the option to modify the ad, which was declined. Channel 13 noted that after requesting changes, Vegan Friendly ceased communication. The case highlights tensions in Israeli media over vegan advocacy amid the country's growing vegan population, which has largely been driven by NGOs rather than government support.