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Fox Network turned down US$4.2-million from Norfolk-based PETA (People for the Ethical Treatment of Animals), which sought to broadcast two ads created by The Cricket Club of New York targeting KFC. The spots were to air during Super Bowl XLII, which had its biggest audience ever with nearly 100-million viewers.Fox cited a network policy of not airing "viewpoint or issue-advocacy" ads as reasoning for its rejection, which would have been fine, had the network not aired an ad from the White House Office of National Drug Control Policy during the telecast of the Super Bowl. PETA sent a letter to Fox officials accusing the network of "misrepresenting its policy" for accepting such ads."It's ridiculous that the network has no objection to ads that advocate killing animals and eating them," said PETA President Ingrid E. Newkirk. "But it won't give a paid ad with a humane message equal time."

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