The complaint is denied, both at the Advertising Code Committee and at the Board of Appeal.
There is no question of discrimination. Remia clearly winks at the stereotyping that real men want to eat meat. It is therefore considered a parody, one that no reasonable thinking person takes seriously. That idea that cows can be taken as a reference to vegetarians is part of the joke. The Committee understands that they may or may not appreciate the joke, but that does not mean that the advertisement is unacceptably offensive to people who do not want to eat meat. The complaint is rejected, fortunately there is still some room for absurdist advertising, keeping the advertising blocks sufferable.
