SAFE stands by UK graphic ad showing bobby calf in blood-streaked milk, despite John Key labelling it 'destructive'

Animal welfare organisation SAFE is running an advertising campaign in the UK to draw attention to animal cruelty by some Kiwi dairy workers.

An advertising campaign by animal welfare organisation SAFE in the UK has drawn the ire of the Prime Minister, who has labelled it "unnecessary and destructive".

The full-page ad ran in The Guardian newspaper, showing a picture of a bobby calf immersed in a blood-streaked glass of milk under the headline "New Zealand dairy contaminated with cruelty".

The ad is part of SAFE's campaign to draw attention to animal cruelty by some Kiwi dairy workers.

Executive director of SAFE Hans Kriek told TVNZ's Breakfast they won't stop until action is taken.

"If the government and dairy industry takes action we won't have to go down this route again," Kriek said.

Prime Minister John Key told Breakfast the ad was "unnecessary and destructive".

He said he suspected one or two people had done "appalling" things which "should not be occurring".

"You always get a couple of rotten apples in a big barrel.

"But on the other side of the coin my experience of being around the agriculture sector is that farmers are good people who look after their animals."

His comments follow SAFE's release of footage showing bobby calves being mistreated and abused at some Waikato farms and a slaughterhouse.

Federated Farmers says it's disappointed SAFE has embarked on the UK advertising campaign.

Dairy chairman Andrew Hoggard said the campaign came days after the Ministry for Primary Industries agreed to work with the dairy industry to ensure the entire industry complied with animal welfare codes.

He alleged the campaign was not about trying to highlight animal welfare issues, but was instead trying to hurt the dairy industry.

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