Ad's claim on pig welfare misled public

Pork adverts which maintained British pigs have "very high welfare standards" were misleading and must not be used again, a watchdog ruled today.

Animal rights campaigners raised objections to the campaign which they said implied all UK pigs were well cared for.

This was upheld by watchdog the Advertising Standards Authority (ASA).

Celebrity chef Jamie Oliver has thrown his weight behind the British pork industry which he maintains has generally higher welfare standards that the rest of Europe.

Practices which have been outlawed here such as the use of sow stalls are still commonly used across the continent.

Oliver is also campaigning for clearer labelling of pork to make welfare standards and the country of origin more obvious to consumers.

The advert by the British Pig Executive (Bpex) said: "British pig farms have very high welfare standards, assured by the Quality Standard Mark. And well cared-for animals mean better quality meat."

The ASA found the second sentence would lead consumers to believe all UK pigs enjoyed "very high" standards of welfare.

In fact, the use of practices such as tail-docking and lack of access to straw bedding meant this was not always true, it said.

Bpex maintained the text referred to the standards set out by the Quality Standard Mark rather than the conditions actually found in British farms.

The ASA rejected a second complaint about claims that British farmers face higher costs because of better welfare standards than the rest of Europe.

It said Bpex had proved that group housing introduced by law in 1999 had left British farmers with larger bills than their continental counterparts.

In another ruling published today, the ASA found the National Farmers Union was wrong to claim that 40,000 cattle would be lost to bovine tuberculosis in 2008 "unless action is taken to eradicate TB from infected badgers".

Researchers have not been able to separate cattle to cattle transmissions and those caused by badgers, the ASA said.

Life and Style
ebookNow available in paperback
ebooks
ebookA delicious collection of 50 meaty main courses
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Food & Drink

    Recruitment Genius: Transportation Contracting Manager

    £33000 - £38000 per annum: Recruitment Genius: A global player and world leade...

    Recruitment Genius: Hotel and Spa Duty Manager

    £18000 - £24000 per annum: Recruitment Genius: If you are friendly, sociable, ...

    Recruitment Genius: Payroll and Benefits Co-ordinator

    £22300 per annum: Recruitment Genius: This museum group is looking for a Payro...

    ICE ICT: Lead Business Consultant

    £39,000: ICE ICT: Specific and detailed knowledge and experience of travel sys...

    Day In a Page

    John Palmer: 'Goldfinger' of British crime was murdered, say police

    Murder of the Brink’s-MAT mastermind

    'Goldfinger' of British crime's life ended in a blaze of bullets, say police
    Forget little green men - aliens will look like humans, says Cambridge University evolution expert

    Forget little green men

    Leading evolutionary biologist says aliens will look like humans
    The Real Stories of Migrant Britain: An Algerian scientist adjusts to life working in a kebab shop

    The Real Stories of Migrant Britain

    An Algerian scientist struggles to adjust to her new life working in a Scottish kebab shop
    Bodyworlds museum: Dr Gunther von Hagens has battled legal threats, Parkinson's disease, and the threat of bankruptcy

    Dying dream of Doctor Death

    Dr Gunther von Hagens has battled legal threats, Parkinson's disease, and the threat of bankruptcy
    UK heatwave: Temperature reaches 39.8 degrees on Central Line - the sweatiest place in London

    39.8 degrees recorded on Tube

    There's hot (London) and too damn hot (the Underground). Simon Usborne braved the Central line to discover what its passengers suffer
    Kitchens go hi-tech: From robot chefs to recipe-shopping apps, computerised cooking is coming

    Computerised cooking is coming

    From apps that automatically make shopping lists from your recipe books to smart ovens and robot chefs, Kevin Maney rounds up innovations to make your mouth water
    Jessie Cave interview: The Harry Potter star has published a feminist collection of cartoons

    Jessie Cave's feminist cartoons

    The Harry Potter star tells Alice Jones how a one-night stand changed her life
    Football Beyond Borders: Even the most distruptive pupils score at homework club

    Education: Football Beyond Borders

    Add football to an after-school homework club, and even the naughtiest boys can score
    10 best barbecue books

    Fire up the barbie: 10 best barbecue books

    We've got Bibles to get you grilling and smoking like a true south American pro
    Wimbledon 2015: Nick Bollettieri - Junk balls and chop and slice are only way 5ft 1in Kurumi Nara can live with Petra Kvitova’s power

    Nick Bollettieri's Wimbledon Files

    Junk balls and chop and slice are only way 5ft 1in Kurumi Nara can live with Petra Kvitova’s power
    Ron Dennis exclusive: ‘This is one of the best McLaren teams ever – we are going to do it’

    ‘This is one of the best McLaren teams ever – we are going to do it’

    Ron Dennis shrugs off a poor start to the season in an exclusive interview, and says the glory days will come back
    Seifeddine Rezgui: What motivated a shy student to kill 38 holidaymakers in Tunisia?

    Making of a killer

    What motivated a shy student to kill 38 holidaymakers in Tunisia?
    UK Heatwave: Temperatures on the tube are going to exceed the legal limit for transporting cattle

    Just when you thought your commute couldn't get any worse...

    Heatwave will see temperatures on the Tube exceed legal limit for transporting cattle
    Exclusive - The Real Stories of Migrant Britain: Swapping Bucharest for London

    The Real Stories of Migrant Britain

    Meet the man who swapped Romania for the UK in a bid to provide for his family, only to discover that the home he left behind wasn't quite what it seemed
    Cheaper energy on the way, but it's not all sunshine and rainbows

    Cheaper energy on the way, but it's not all sunshine and rainbows

    Solar power will help bring down electricity prices over the next five years, according to a new report. But it’s cheap imports of ‘dirty power’ that will lower them the most