Pink background with a lying piglet, black text reads 'Don't Trust the Label' and a quote 'My name is Charlie and I escaped RSPCA Assured cruelty', with the RSPCA Assured logo

WELFAREWASHING

A tactic where companies make false claims about animal welfare to appear ethical while concealing animal suffering.

Split image with piglets in a farm setting in the top half and piglets in confinement in a dark enclosure in the bottom half. Overlaid text reads 'ADVERT VS REALITY'. RSPCA Assured logo displayed on the right.

RSPCA Assured is welfarewashing animal cruelty…

the uk is a nation of animal lovers

9 in 10 people care strongly about the welfare of farmed animals.

But RSPCA Assured adverts conceal the reality of what really happens to animals in UK farms.

Because they know that if people knew the truth, they wouldn't support it…

A wet brown chicken sitting on dark soil, with a red comb and closed eyes.