The reality of an animal is not interchangeable for that of humans. Those who do, as in the commercial of the Dutch Society for the Protection of Animals, are quickly guilty of populism and demagoguery. However, the guild of animal protectors needs new backers. That is why they play firmly ‘on the emotion’. And that actually makes it worse. It fits into a tradition. In 2009, the same club made a video in which a syringe was inserted into a (fake) eye of a guinea pig. That commercial was banned by the Advertising Code Committee for broadcasts in the early evening because of real children’s eyes. As far as I am concerned, the same committee can also ban the new balcony scene at any time of the day: after all, deception is one of the criteria on which advertising can be banned.
Admittedly, this is not deception in the category ‘there is nothing in it what is on the suit’. It is much worse: it is emotional deception, in which a serious matter such as child abuse is used in an unethical way, with the aim of taking money out of people’s pockets and influencing public opinion. Just the suggestion that people who park their dog on the balcony – my dog is regularly outside on a leash or alone in the house for a day – could be compared to people who abuse their child is too ridiculous for words. That message is so unsubtle and stupid that it does not belong on public broadcasting. As far as I’m concerned, the dog girl is a new low point in the ‘humanization’ of the animal. Symbol of a cult of pity that seems to have no end.
– Publishing rights, Oswin Schneeweisz, author of the Book Hunt