The RSPCA has called for pork product labelling to more accurately reflect the welfare standards under which pigs have been raised.

Its Rooting for Pigs campaign follows a TNS poll of 1,012 adults in which 83% agreed that animal welfare was an important consideration when buying pork. The charity is asking retailers to help develop and apply agreed definitions for terms used on labels.

“It may come as a surprise but there are actually no industry-wide agreed definitions when it comes to labelling, in complete contrast with eggs and chickens,” said head of RSPCA farm animal science Dr Julia Wrathall.

The poll also revealed that of those who did not always buy higher-welfare pork, 23% said it was because they didn’t know much about how the pigs were reared.

Some 19% said labelling prevented them from making an informed choice.