Pig ad controversy denied by MLC
Pig ad controversy denied by MLC
THE Meat and Livestock Commission has maintained it has nothing to fear from an investigation into recent controversial British pigmeat adverts by the Advertising Complaints Commission.
The Danish Bacon and Meat Council (DBMC) has lodged a complaint with the ACC about the advert which features a picture of a sow suckling her piglets accompanied by the caption: "After shes fed them, she could be fed to them."
This draws attention to the fact that while British pig farmers cannot feed meat and bonemeal to their animals, the practice has not been outlawed in other countries.
The DBMC says UK legislation allows for the feeding of animal fats, blood meal and dried plasma and other blood products. It also claims that the campaign is hypocritical because the MLC has been lobbying for MAFF to reintroduce the use of porcine meat and bonemeal.
The British Pig Executive – the MLCs pig marketing arm – chief executive Mick Sloyan hit back, insisting that the advert, published for just two days, was entirely accurate.
"We would never have published it if we were not absolutely certain about its accuracy," he said, adding the MLC will be happy to talk to the ACC if it decides to pursue the matter.