Volkswagen of America has pledged to never use primates in future advertising after Peta highlighted how they are treated in the process of becoming “actors”.
To show their commitment it pulled a new ad – featuring a capuchin monkey – which was used as a teaser for the Super Bowl.
"Peta signaled Volkswagen to stop using primates, and the company immediately put the brakes on any ads that could cause cruelty to monkeys used and abused for entertainment," says Peta executive vice president Tracy Reiman. "Volkswagen's decision is kind and savvy, because today's consumers want nothing to do with an industry that tears primates from their mothers' arms and cages them for life."
Volkswagen said in a statement: "Volkswagen has had a longstanding commitment of respecting and ensuring the safety and well-being of all animals and primates in our advertisements. Upon learning about the recent issues surrounding the treatment of primates, VW immediately removed one of its teaser ads out of respect for the concern for primate treatment. We appreciate Peta's ongoing commitment to animal rights and the positive advocacy role they play."
Volkswagen is among a number of other companies—including Capital One, Burger King, Pfizer, Johnson & Johnson, and Bridgestone—to have vowed to not use of monkeys and other primates in their ads.