Today (16 December), we joined forces with Humane World for Animals UK and The Animal Law Foundation to organise a parliamentary reception calling for an end to misleading labels on animal products and for policy makers to introduce mandatory method of production labelling.

The event was hosted by Sarah Dyke MP, with over 60 MPs from several of the main UK parties attending.

Exposing false claims

Speakers included the actress and comedian, Diane Morgan, who lit up the room, bringing her dead-pan humour to expose the myths of animal product labelling.

Diane Morgan, speaking at the event, said:

Consumers deserve to know the truth. People care, they just don’t stand a chance when every message they get, every label, advert, website – is designed to make them feel fine about something that they might actually not be fine with at all.

If the information we’re given is false, our choices aren’t really ours. And that’s the point. What we know – and what we don’t know – shapes every purchase we make.

Other celebrities including Heather Mills and Wendy Turner Webster also joined us.

Strength in numbers

Collaborating with other NGOs on labelling issues adds strength to our voice, allowing us to amplify the calls of our Honest Labelling campaign. Together, we outlined how the lives and welfare of over one billion animals within the UK’s industrial farming system are being grossly misrepresented by dishonest labelling.

Currently UK marketing and media laws are not properly enforced, so that language and imagery used to promote meat and dairy products often omits critical information that could help consumers make informed choices at the checkout.

False labelling claims

Polling results carried out by Humane World were revealed at the event and show how false labelling claims hoodwink consumers to influence their buying habits.

65% of people believed that meat products that carry the claim ‘welfare assured’ would not come from animals that have been caged. But in reality, products carrying this label can and do come from animals that have been caged.

When the public were asked how they would feel if it turned out that animal products labelled with welfare and quality claims came from animals that had in fact been subject to cruel farming practices, 50% would feel angry, while 47% say they would feel misled.  

Only 45% of UK adults believe supermarkets are “truthful” about animal welfare standards, while 21% “don’t know”.

Anthony Field, our Head of UK, commented: 

The lack of clear, honest labelling means the public are unaware that around 85% of UK farmed animals are kept in cruel systems. It is unfair on consumers who want to buy higher welfare meat and dairy and on higher welfare farmers who are being undermined by lower welfare products hiding behind misleading labels. But most of all it is unfair on the 1.1 billion animals raised in factory farm systems across the UK.

Despite existing legislation and self-regulation aimed at protecting the public and consumers from misleading impressions, enforcement is practically non-existent.

The Government must introduce mandatory method of production labelling as a priority, in order that shoppers can ensure their hard-earned money is spent on food that meets the high animal welfare standards the British public expect.

Call for change

False labels are pulling the wool over your eyes. Join us and call on the UK Government to introduce Mandatory Method of Production Labelling.

Joining forces to tackle misleading labelling