The co-founder of Veganuary, Matthew Glover, is leading a significant campaign against the RSPCA Assured label, claiming “welfare washing.”
- Glover has rolled out approximately 2,750 adverts across London Underground, urging the public to distrust the RSPCA Assured label.
- A coalition of 60 campaign groups supports the call to end the RSPCA Assured scheme, citing welfare issues in undercover investigations.
- Brian May, a former RSPCA vice president, resigned citing inadequate responses to animal welfare concerns.
- The RSPCA has initiated an investigation in response to allegations, involving unannounced farm inspections.
Matthew Glover, co-founder of Veganuary and the Vegan Food Group, has embarked on a campaign sharply criticizing the RSPCA Assured label. His assertion is that the label misleads consumers by covering up animal welfare violations, a practice he terms “welfare washing.” This campaign includes 2,750 advertisements in London Underground carriages, carrying the stark message: “Don’t Trust the RSPCA Assured Label.”
The campaign aligns with a coalition of 60 organizations advocating for the termination of the RSPCA Assured scheme. These groups argue that undercover investigations at approximately 40 certified farms uncovered significant welfare issues. They contend that despite the RSPCA’s mission to prevent cruelty to animals, it appears to be endorsing factory farming through its Assured program.
Glover has articulated that the responsibility for these misleading practices now falls on the trustees of the RSPCA following CEO Chris Sherwood’s impending departure. Glover has expressed a strong willingness to escalate the campaign legally and financially if necessary, underscoring his commitment to bringing these issues to the forefront.
In response to these growing pressures, the RSPCA has launched its inquiry into the purported welfare breaches, which includes unannounced inspections of over 200 randomly selected farms under its assurance scheme. This action signifies an effort to address the concerns raised by Glover and other activists.
The controversy has also seen the resignation of Brian May, a notable figure and former vice president of the RSPCA. May announced his departure via social media, citing the organization’s insufficient reaction to mounting evidence of poor animal welfare in its accredited farms. His resignation adds a prominent voice to the criticisms directed at the RSPCA Assured label.
Matthew Glover’s campaign against the RSPCA Assured label highlights significant tensions in animal welfare accreditation practices.