The UK's first vegan cinema advert has been reported to the advertising watchdog by pig farmers who claim it is misleading. Richard Lister, chairman of the National Pig Association, said his organisation had referred the advert, by vegan charity Viva, to the ASA earlier this month.

He said its claim that 90 per cent of pigs are factory farmed was not accurate.

"It's totally misleading. The UK pig industry is rightfully proud of its welfare, it's got the highest level of welfare in the world, in excess of 90 per cent of the pigs belong to the Red Tractor assurance scheme", he said.

"All farms are visited on a quarterly basis and as far as we are concerned the advert is misleading, as the Viva campaign has been throughout the year."

The advert was crowdfunded by the charity's supporters, who raised more than £102,000 to fund it.

Its month-long run began at the start of December and is due to end on January 4. The charity's website says it has been shown ahead of films including Star Wars, Pitch Perfect 3 and Murder On The Orient Express.

The advert, titled "Hope not Hell", shows a sow named Hope and her piglets, who the charity says was rescued from a pig farm.