A COMPLAINT has been lodged with the Advertising Standards
Authority (ASA) by the British Pig Executive (BPEX) over
an advertisement by the Vion Group, owners of Key Country
The ASA has agreed to investigate the complaint which
involves an advertisement saying Vion "only used meat
from healthy animals treated according to the latest animal
welfare regulations and therefore ensuring the highest
quality along the entire supply chain."
BPEX believes that this claim misleadingly implies that
all bacon supplied by Vion in Britain derives from pigs
produced in accordance with UK welfare regulations.
However, as extensive analysis has shown, some two-thirds
of pigmeat imported into the UK comes from production systems
which would be illegal here.
BPEX Marketing Director Richard Lowe said: "Given
the fact that BPEX has been conveying this fact to the
wholesale and retail trade consistently over the recent
past we consider the advertisement at best a corporate
own-goal and at worst a cynical attempt to mislead trade
"The ASA could have dismissed the complaint early
on but has chosen to investigate further."
Note: The advertisement was placed in The
Grocer of October 15. The next stage will be the ASA will
contact both BPEX and Vion with a preliminary recommendation
before it is put to the council for decision.
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