'Pork not porkies' advert is banned
Michael McCarthy, formerly the Independent’s longstanding Environment Editor, now its Environment Columnist, is one of Britain’s leading writers on the environment and the natural world. He has won a string of awards for his work, including Environment Journalist of the Year (three times) and Specialist Writer of the Year in the British Press Awards in 2001. In 2007 he was awarded the Medal of the RSPB for “Outstanding Services to Conservation,” in 2010 he was awarded the Silver Medal of the Zoological Society of London, and in 2011 the Dilys Breeze Medal of the British Trust for Ornithology. In 2009 McCarthy published Say Goodbye To The Cuckoo (John Murray), a study of Britain’s declining migrant birds.
Wednesday 29 August 2012
Adverts claiming that British pork sold with the Red Tractor farm assured label is "high welfare" have been banned by the Advertising Standards Authority (ASA), following complaints from animal welfare campaigners.
The adverts, which read "Pork not porkies. Red Tractor pork is high welfare pork" are judged to be misleading in an ASA ruling today. The ASA said the claim appeared to be a statement about the general level of pig welfare on UK farms, whereas the promoters of the advert admitted that it was a comparative claim with imported pork.
The Agriculture and Horticulture Development Board, the umbrella organisation for the British Pig Executive, which worded the campaign, told the ASA it believed consumers would understand that Red Tractor pork was high welfare compared with pork from other EU countries, but EU legislation prevented it from making a direct comparison.
However, the ASA said some of aspects of pig farming in the UK, while better than in some EU countries, were "still contentious issues". The ruling was welcomed by the principal complainant, the campaigning welfare group Compassion in World Farming.
A spokesman for the Red Tractor scheme said: "We are pleased that the ASA ruling accepts that Red Tractor pork is produced to higher standards than the EU legislation that underpins pork production in the rest of Europe, but we are slightly disappointed the ASA felt that this should have been made more explicit."
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