Australia’s Advertising Standards Bureau has already received 250 complaints about the ad, most of them from vegans who have called the ad discriminatory, according to the BBC. There have also been concerns raised that the ad shouldn’t have used the word “boomerang,” an indigenous term. MLA said in a statement to the BBC that while it was aware of the complaints the term had generated, it was not intended to cause offense and was “used to symbolize Australians returning home.” The group also said the ad was “tongue-in-cheek,” and that consumers are free to decide their dietary habits.

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