Dog coach Martin Rütter attacks Lidl for firecracker advertising: "How ignorant can you be?"

Created: 12/31/2022, 3:01 p.m

By: Kai Hartwig

Dog coach Martin Rütter attacked Lidl because of a TV advertisement for New Year's firecrackers.

© Karina Hessland/Imago

Should you celebrate the turn of the year with fireworks on New Year's Eve or not?

Dog expert Martin Rütter has a clear opinion – and attacks Lidl.

Munich – After two new years with a ban on firecrackers, all fans of fireworks were able to breathe a sigh of relief and stock up on rockets again before New Year's Eve 2022, in order to then eagerly ignite them.

The supermarkets and discounters also offered firecrackers.

Long queues have formed at Lidl since the start of fireworks sales – and that early in the morning.

But year after year there is criticism of the firecrackers on the last day of December.

Some well-known companies deliberately refrained from selling fireworks.

The prominent dog coach Martin Rütter apparently doesn't think much of New Year's firecrackers - and sharply criticized Lidl.

Dog expert Martin Rütter railed against Lidl – because of the Böller commercial

The stumbling block for Rütter was a Lidl commercial.

"Many hardware stores have decided not to sell fireworks, which I think is great," he says in a video that he also posted on Lidl's Facebook page.

He then launched a verbal attack on the discounter, while the company's TV advertisement for fireworks was running in the background.

"Lidl didn't seem to understand it at all."

For Rütter, lighting fireworks and firecrackers at the turn of the year is obviously a bad habit that is dangerous not only for four-legged friends but also for people.

"Lidl wishes you a happy new year," said the TV star about the slogan of the advertising clip and added angrily: "Every year umpteen people are injured by firecrackers, animals are terrified.

I would say to Lidl: You simply didn’t understand anything!”

Rütter also wrote angrily on his Facebook post: “How little do you have to ignore reality when you advertise like this?

And how ignorant can you be when it comes to issues such as animal welfare, environmental protection, potential hazards for people?

Lidl Germany sorry, just embarrassing."

Criticism of New Year's fireworks: Animals in particular suffer from the bang and often react in panic

Rütter thus joins the ranks of critics who are also calling for a ban on firecrackers in Germany for the reasons mentioned.

For pets and zoo residents, the loud spectacle is a nightmare.

Therefore, the head of Munich's Hellabrunn Zoo asked not to have fireworks near the zoo.

Dogs and cats are also afraid of the New Year's bangers.

Even wild animals often panic because of the firecrackers.

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While dog expert Rütter has a clear opinion on the subject of New Year's Eve fireworks, many customers from supermarkets and discounters are really fired up for the firecrackers.

Since rockets and firecrackers were allowed to be sold nationwide again, some fans of the crackers have spent huge sums on them.

A Lidl customer showed his Böller shopping list for just under 200 euros on Twitter.

However, fireworks fans didn't get their money's worth in many branches without a reservation.

A case in the USA showed that their fireworks can also have dramatic consequences.

There, a dog disappeared without a trace due to New Year's Eve banging and only reappeared seven years later.

However, there are tools available for dog owners to protect potentially frightened animals on New Year's Eve.