The Advertising Standards Board has dismissed complaints filed against Animals Australia for launching advertisements to ban live exports.

Livestock South Australia filed a complaint against the animals’ advocacy group and demanded removal of advertisements on buses and billboards aiming at the ban of live exports. The advertisement featured a distressed Australian bull at the 2013 Eid al-Adha, the Festival of Sacrifice celebrated by Muslims in Mauritius. The bull was accompanied by a slogan that read: “Live Export; It’s a crime against animals.”

Until December, the advertisement was used in major cities of Australia but received several complaints relating to its content from the livestock producers in South Australia. Recently, over 30 livestock died on a ship while being exported. According to the The Guardian, ship MV Ocean Outback was en route to Israel with 13,000 sheep and cattle, but some engine problems were encountered on the journey while leaving Fremantle port on December 29.

The ship was stranded in Perth for almost 10 days leading to the deaths of the livestocks but the authorities have not blocked the transportation after the incident. They allowed the export to southeast Asia with the cattle.

Livestock SA’s farmer group president Geoff Power asked the State Government to remove the disturbing advertisements. He put the request on behalf of all livestock producers throughout the region. “I don’t know what people in the city would think, but live export isn’t a crime, it’s quite legal and it’s done with strict welfare guidelines,” Power claimed as quoted by the ABC Rural.

The farmer group’s president said that the advertisement depicted cruelty to animals, which was untrue. Livestocks exports have never harmed community standards, he said. “The main feedback was absolute disgust, because they’re portraying something that isn’t right,” Power said.

“It isn’t a crime. The live export industry is an industry that is quite legal, it’s got high animal welfare standards.”