THE British Pig Executive (BPEX) is pleased the Advertising
Standards Authority has upheld a complaint it made over
an advertisement by the Vion Group, owners of Key Country
The advertisement, in The Grocer, said 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."
The ASA has ruled that the advertisement was untruthful.
It told Vion to make it clear in future ads that they treated
animals according to the regulations in the country in
which each animal was reared. Extensive analysis by BPEX
has shown, some two-thirds of pigmeat imported into the
UK comes from production systems which would be illegal
BPEX Chief Executive Mick Sloyan said: "Complete
accuracy about animal welfare regulations is vital, especially
in The Grocer which is an important magazine read by retailers
and other influential people in the food chain. "We
understand this was an advertisement from Vion addressed
across the whole of Europe but welfare regulations in Britain
are considerably higher than in the rest of the EU.
"We are sure any future advertisements by Vion will
recognise the high welfare standards of British production.
We hope this advertisement was simply human error and will
not recur." The adjudication in full can be found
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