Matthew Glover, co-founder of Veganuary, has initiated an advertising campaign targeting the RSPCA Assured label, alleging it endorses inhumane farming practices.
Glover, who also co-founded the Vegan Food Group, has launched approximately 2,750 advertisements across the London Underground, with the campaign message starkly declaring: “Don’t Trust the RSPCA Assured Label.” This move aligns with the efforts of 60 campaign organisations demanding the abolition of the scheme, citing numerous welfare violations uncovered in undercover investigations at around 40 farms.
Glover expressed concern that the RSPCA is misleading the public by presenting a false image of animal welfare on Assured farms. Despite the charity’s mandate to prevent animal cruelty, he argues that it still supports farming and the inhumane slaughter of animals, thus promoting factory farming through its advertising channels.
In response to the growing criticism, last month the RSPCA initiated an investigation and a comprehensive review of the scheme. This includes unannounced inspections of more than 200 randomly selected members. A spokesperson from the charity has called on Transport for London to remove Glover’s ads from the tube network to prevent further public misinformation.
Glover has also sought a meeting with RSPCA’s CEO, Chris Sherwood, to discuss these concerns, a meeting which has yet to be scheduled. With the impending departure of Sherwood, Glover insists that resolving this issue falls to the trustees. He emphasises that shutting down the RSPCA Assured scheme and opposing factory farming is their ultimate responsibility.
Moreover, Glover has declared readiness to escalate the campaign further legally and financially, underscoring the seriousness of this issue. He asserts the animal freedom movement will not be sidelined or underestimated, marking this campaign as merely the beginning of increasing pressure on the RSPCA.
The RSPCA Assured scheme, partnered with major supermarkets such as M&S, Co-op, and Tesco, has been under escalating scrutiny. Recent resignations like that of RSPCA vice president and musician Brian May highlight internal discontent. May resigned, citing persistent welfare issues on Assured certified farms and criticised the RSPCA’s response as inadequate.
The confrontation over the RSPCA Assured label reflects deeper tensions within animal welfare advocacy, with rising demands for transparent and humane practices.
