Bah Bah Black Sheep

I have come across some bizarre things since I began keeping a blog but I have yet to see something like this, the branding of sheep. No I am not referring to placing a piece of scalding hot metal against an animal's skin to leave a permanant burn. What I am referring to is far worse and more psycologically damaging (well maybe not, but it's pretty low and abusive if you ask me). If you were driving down a highway in the Netherlands you may come across one of these poor creatures. These walking, woolly flocks of bleating advertisements were put on display by a Dutch online reservations company, hotels.nl.
I have heard of similiar tactics used in the advertising industry, people having messages written on their foreheads or wearing shirts with company's name or logo. But these people are consenting to being used as commercial subjects and they are probably getting paid too. Although, it costs about $1.23 a day per sheep it is not really clear who gets this money. Yet, I highly doubt its the sheep wearing a change purse around their belly so they can retire comfortably. These sheep were not asked for their permission before having waterproof, insulated, branded, washed in cintronella to repel insects blanket strapped onto them.
This has promtped a reaction however not from the environmentalist, animal-rights advocates as would be expected. Instead its Bert Kuiper, the town's mayor who raised concerns that advertising on livestock violates the town's ban on advertising along highways.
They are being fined 100 eros a day but Hotels.nl is not yielding. Despite the criticisms, sales at Hotels.nl have been up 15 percent since the campaign began. They are beginning to look into locations with frequent traffic jams to place more flocks. There goal is 25,000 branded sheep within the Netherlands. They hope to expand to cows and horses in the future.