Advertising Watchdog Investigates ‘RSPCA Assured’ Billboards After Complaints

The Advertising Standards Agency is investigating the RSPCA's "For Every Kind" advertising campaign after complaints that the ads are misleading. The campaign has been accused of omitting crucial information about the RSPCA's endorsement of intensive animal farms, with certain "RSPCA Assured" farms being highlighted for alleged breaches of animal welfare standards. Adfree Cities submitted a complaint, arguing that the ads misrepresent the RSPCA's activities and could mislead consumers into thinking purchasing animal products labeled as "Assured" is animal-friendly.

Animal welfare organizations have uncovered instances of animal cruelty on RSPCA Assured farms, despite the RSPCA's claims of stringent welfare standards. Investigations have revealed abuse, neglect, health issues, and overcrowding on these farms. Adfree Cities has called for an end to advertising for factory-farmed food and a restructuring of the food system to be fairer to farmers, consumers, and animals. The ASA is currently investigating the complaints, with the RSPCA stating its commitment to complying with advertising codes and advocating for farm animal welfare improvements.