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McVities advert changed after complaints
rabbits
The original cut of the advert shows a rabbit upside-down on a child's lap.
Scene featuring a rabbit on its back sparked trancing concerns

A Christmas advert for McVities has been changed after it attracted fierce criticism for featuring a rabbit on its back.

The advert shows a variety of animals including puppies, kittens and a duck coming out of a box of McVities Victoria biscuits. In the original cut, a rabbit is shown lying on its back on a child's lap. The scene prompted complaints from members of the public and charities alike.

Holding rabbits upside-down, often known as "trancing", induces tonic immobility - a hugely stressful state in which the rabbit plays dead in order to increase its likelihood of survival when it is being attacked by a predator.

The Rabbit Welfare Association and Fund (RWAF) criticised the advert for promoting the practice as acceptable.

McVities have since removed the scene from the advert. In a statement, the company said no animals were harmed during the making of the advert.

"We had a professional vet and handlers on set overseeing all the filming to ensure the welfare of the animals was our top priority.

"The professionals on set have confirmed that in their opinion the rabbit filmed was absolutely not in a state of tonic immobility or 'trancing'; the camera angles used in the filming are clearly misleading.

"However, we understand that the ad could mislead people into thinking that putting a rabbit on its back is recommended, when this is not the case. We have therefore taken the decision to remove this scene in the ad as soon as we can."

RWAF said they were "delighted" the company had been so receptive to its concerns.

In a post on its Facebook page, the charity said: "We are sure that McVities did not mean to cause any harm with their advert and were misled by the animal welfare professionals on set.

"This is an example of why pet rabbits get such a bad deal – not so much out of deliberate mistreatment but because people often simply do not know that they are being cruel."

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Practices urged to audit neutering data

News Story 1
 RCVS Knowledge has called on vet practices to audit their post-operative neutering outcomes.

It follows the release of the 2024 NASAN benchmarking report, which collates data from neutering procedures performed on dogs, cats and rabbits.

The benchmarking report enables practices in the UK and Ireland to compare their post-operative outcomes to the national average. This includes the rate of patients lost to follow-up, which in 2024 increased to 23 per cent.

Anyone from the practice can submit the data using a free template. The deadline for next report is February 2026.

Visit the RCVS Knowledge website to complete an audit. 

Click here for more...
News Shorts
UK's BSE risk status downgraded

The WOAH has downgraded the UK's international risk status for BSE to 'negligible'.

Defra says that the UK's improved risk status recognises the reputation for having the highest standards for biosecurity. It adds that it demonstrates decades of rigorous animal control.

Outbreaks of Bovine Spongiform Encephalopathy, also known as mad cow disease, have previously resulted in bans on Britain's beef exports.

The UK's new status could lead to expanded trade and better confidence in British beef.

Christine Middlemiss, the UK's chief veterinary officer, said: "WOAH's recognition of the UK as negligible risk for BSE is a significant milestone and is a testament to the UK's strong biosecurity measures and the hard work and vigilance of farmers and livestock keepers across the country who have all played their part in managing the spread of this disease.