Update On Recent Events
1 - Wolverhampton attack
Information from the West Midlands police confirm that the "identification" of
the dogs was carried out solely by the veterinary surgeon who put them down. She
described them as being "like a cross between a Bull Mastiff and a Staffordshire
Bull Terrier". The police have apparently confirmed that the vet has no
particular experience in dog identification.
Police are still carrying out an investigation including "forensic" work to
determine whether an actual crime has been committed. Leah, the 5-year old badly
injured in the attack will need to undergo further surgery over the next few
days and is clearly badly traumatised by the incident. All caring dog owners
will join in wishing Leah the best possible recovery.
2 - McDonald's World Cup advert
We are advised that following complaints from many, many people, that McDonald's
have decided to withdraw the advert and have apologised for the any
insensitivity they have shown.
It is noticeable that 2 years ago, McDonald's ran another advert during the
European Cup that involved one of Jean and Peter Loughborough's Staffords
playing football with children and it is a shame that on this occasion, their
advertising agency obviously chose a very wrong story line.
McDonald's press office has in fact now reported that when filming this year's
advert, they actually had 10 different dogs on site to "try out" for the filming
and the Stafford was chosen "because it was the friendliest" of the dogs
present.Sent: 18 May 2002 10:05
Subject: E-mail from Customer Services - Ref:528970
Dear Mr Levy
Thank you for contacting us regarding our recent Red Hot commercial
featuring Rio Ferdinand. I was to learn of your disappointment.
I have now had the opportunity to discuss your concerns with our Marketing
Department and would like to clarify our position as follows.
The Staffordshire was one of a number of dog actors that were available for
us to choose from and was selected for its appeal, intelligence and
obedience, this distinguished it from the rest of the dogs available at the
time.
The advert, one of a number supporting our Red Hot Football promotion was
filmed in a humorous "tongue in cheek" way - please be reassured that it was
never our intention to misrepresent the Staffordshire bull terrier breed in
any way and I am sorry for any concern this might have caused you.
As a Company, we monitor customer feedback very closely and I can advise
that we are now no longer showing the advert in question.
Thank you for taking the time and trouble to contact us and for bringing
your views to our attention.
Regards
Rhonda Floyd
Internet Response Team
McDonald's Customer Services Department
11 - 59 High Road
East Finchley
London
N2 8AW
Tel: 0208 700 7505
Sent: 18 May 2002 02:11
Subject: Re: E-mail from Customer Services - Ref:528970
Thank you for your understanding and for your quick action in terminating the
use of this advert.
I am sure you are aware of a serious incident in Wolverhampton where a young
girl has been badly mauled by 2 dogs. I'm afraid that the media are all
reporting the dogs as " a cross between bull mastiffs and Staffordshire Bull
Terriers" and the BBC then points people to my web site further implying a link
with our breed.
In fact, the only "identification" to date (according to the West Midlands
Police) is a personal view by the vet who put the two dogs down who admits she
is no expert in dogs at all and especially not in these breeds.
That is the sort of problem we face with the "Staffordshire Bull Terrier"
repeatedly being falsely implicated in the rare serious incidents. I hope this
will explain just why Stafford owners in particular were so incensed by this
advert.
Once again, thank you for your understanding and I am quite sure that should
McDonald's want to show an advert involving a Staffordshire Bull Terrier in its
more genuine role as the "nanny dog" - perhaps taking "it's" children to a
McDonald's restaurant as a treat, we would all welcome that opportunity to see
the balance restored.
Regards
David Levy
Kennel Club Liaison Officer for SBT
3 - Cyprus
A young British Army couple being posted to Cyprus have been told that their
Staffordshire Bull Terriers can not travel unless they are first neutered.
Current news from Cyprus (see the TABS site) is that the same breeds are banned
as under the UK's DDA but the Limassol veterinary service has advised them that
"any breed with the word "bull" in the name must be neutered". This has all
happened at the very last moment and they are trying to get clarification from
the Ministry of Defence.