Worldwide authorities from health and environmental sectors have been less than secretive about the damaging effects meat consumption has on your body and your planet. But, even with valiant efforts, an air of vagueness surrounds messages that would otherwise be crystal clear. Examples of “Don’t Eat Meat for 1 Day” and “Eat Less Meat” are beginning to be perceived as conservative and, dare we say, “tame”.

In what could be misconstrued as a reactionary move, The Physicians Committee for Responsible Medicine (PCRM) has done away with subtly in trade for directness with a new ad launched on the popular TV program “The Daily Show with Jon Stewart”. The aim of this ad is the ever popular, multi-offender McDonalds.

Without mentioning (though of course we will) McDonalds is none too happy about the message:

“This commercial is outrageous, misleading and unfair to all consumers. McDonald’s trusts our customers to put such outlandish propaganda in perspective, and to make food and lifestyle choices that are right for them,” spokeswoman Bridget Coffing said.

With the inevitable “greening” backlash (which essentially aligned meat consumption with everything from masculinity to heritage to national pride) one wonders if the next wave of anti-meat/pro-vegetarianism adverts will take this more direct and fear-based approach.

Links to consider: http://www.generous.org.uk/news/228-mcdonalds-angered-by-tv-ad