Matthew Glover, co-founder of Veganuary, has intensified his challenge against the RSPCA Assured label with a new advertising campaign on the London Underground.
Writing on LinkedIn, Glover revealed the launch of approximately 2,750 advertisements across London Underground carriages. These adverts carry a stark message: “Don’t Trust the RSPCA Assured Label”. The campaign aligns with a broader movement involving 60 organisations, which have called for the scheme to be abolished after uncovering welfare issues on roughly 40 farms.
According to Glover, the RSPCA is “misleading the public by welfare-washing animal cruelty in Assured farms.” He criticises the RSPCA for endorsing practices that he claims contradict its mission to prevent animal cruelty, asserting that the RSPCA should not endorse factory farming or animal consumption, as suggested by its Assured advertising.
In response to these allegations, the RSPCA initiated an investigation last month, examining the complaints raised by these campaigners. This process includes surprise inspections at over 200 member farms, as part of a comprehensive scheme review. Despite these efforts, a spokesperson for the RSPCA has requested that Transport for London remove Glover’s adverts from the tube, citing potential public misinformation.
Glover has expressed frustration over the lack of a scheduled meeting with RSPCA CEO Chris Sherwood, particularly as Sherwood prepares to step down. Glover urges the trustees to engage with him and take decisive action against factory farming. “Shutting down the RSPCA Assured scheme,” he contends, “is ultimately their responsibility.” If necessary, Glover is prepared to escalate the campaign through legal and financial means, noting that the pressure on the RSPCA will persist.
The campaign has also seen support from high-profile individuals, such as former Queen guitarist Brian May. Recently, May publicly resigned as vice-president of the RSPCA, criticising the organisation for inadequate responses to emerging evidence of welfare failings. He described the RSPCA Assured scheme as a failure and called for its termination.
These developments have amplified scrutiny of the RSPCA Assured scheme, which collaborates with major UK supermarkets. The initiative has faced increasing criticism amidst allegations of substandard animal welfare practices.
As the campaign against the RSPCA Assured scheme intensifies, both public and organisational scrutiny will likely increase, challenging the scheme’s continued endorsement by major retailers.
