Compassion complaint to ASA is not upheld

Published 23/10/2013

Compassion in World Farming is disappointed by a recent ASA (Advertising Standards Authority) ruling that failed to uphold our complaint that a Red Tractor pork TV advert would mislead consumers.

This has to be seen in light of the fact that Compassion has not been allowed to advertise on British television since 1989 as we have been deemed to be too 'politically controversial'. We are banned as our campaigns could influence public opinion on 'controversial' factory farming. Over the past four years Compassion has been fighting for the right to advertise on television, yet so far we have been thwarted.

Philip Lymbery, CEO at Compassion says: "Is factory farming legal? Astonishingly, many factory farming practices are.

"Yet, you can see why those that benefit from factory farming might want to hide them. The terrible animal suffering it causes is difficult for anyone to stomach. The saddest part is that these people don't want it to stop. They just want to prevent you from seeing it."

Compassion has successfully challenged misleading advertisements in the past and will continue to do so where it believes consumers are being misled.

Contrary to the impression given by the Red Tractor advert, 90% of Britain's fattening pigs are reared inside, often in barren and cramped conditions that do not resemble the bucolic images of outdoor pig farming from the Red Tractor advert.

Lack of transparency isn't just about advertising. Lack of information at the point of sale means consumers are often simply unaware of the conditions in which animals are raised. Compassion is calling for method of production labelling, so that consumers can make informed decisions on the animal products they buy and the conditions the animals are kept in. It should come as little surprise that once again, Compassion and other NGOs are being rebuffed.

Philip continues: "We're asking for transparency and some integrity. Is that too much to ask?"

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