Meat and Livestock Commission loses battle

The Meat and Livestock Commission (MLC) has lost its battle to quash an ASA ruling against its ad campaign promoting British pork and the good living conditions of British pigs compared with those in other countries.

An ad featuring a pig feeding its young with the heading “After she’s fed them, she could be fed to them” was banned by the ASA in February this year after it acknowledged that the practice of using meat and bonemeal in feed had virtually ceased in other European countries.