Compassion in World Farming has lodged a complaint with the Advertising Standards Authority against Bpex’s latest pork campaign.
The animal-welfare group said the ‘Pork Not Porkies’ adverts, currently seen on billboards around the UK, misled consumers over the welfare standards adhered to by Red Tractor producers.
“CIWF believes the current advertisement statement that ‘Red Tractor is high welfare pork’ is untruthful and misleading,” the group wrote in a letter to the ASA.
Although some Red Tractor pig farms had high animal welfare standards, many UK pig farms – Red Tractor or otherwise – had poor standards, CIWF claimed. “The overall welfare standards on all Red Tractor pig farms cannot therefore be described as ‘high welfare’,” it said.