Veganuary Founder Launches Campaign Criticizing RSPCA Assured Label

Matthew Glover, co-founder of Veganuary, has initiated a tube advertising campaign in London to criticize the RSPCA Assured label, accusing it of “welfare washing.” Glover, who also co-founded the Vegan Food Group, stated that approximately 2,750 adverts have been placed in London Underground carriages with the message: “Don’t Trust the RSPCA Assured Label.”

This campaign aligns with a coalition of 60 organizations that are calling for the discontinuation of the RSPCA Assured scheme, citing findings from undercover investigations at around 40 farms that revealed various welfare issues. Glover argues, “The RSPCA is misleading the public by welfare-washing animal cruelty in Assured farms. The RSPCA’s mission is to prevent cruelty to animals, yet it continues to promote the farming and inhumane slaughtering of them.”

In response to the criticism, the RSPCA launched an investigation last month and initiated a broader review of the scheme, including unannounced inspections of more than 200 randomly selected members. A spokesperson for the charity has requested that Transport for London remove the adverts from the tube network to prevent further misinformation.

Glover revealed that he has sought a meeting with RSPCA CEO Chris Sherwood regarding the concerns but is still waiting for a response. He emphasized that the responsibility now lies with the RSPCA trustees to reconsider the Assured scheme, stating, “Shutting down the RSPCA Assured scheme and taking a real stance against factory farming is, ultimately, their responsibility.”

Glover expressed readiness to escalate the campaign both financially and legally, stating, “The animal freedom movement won’t be ignored or dismissed. This is just the beginning, and the pressure on the RSPCA will continue to mount.”

The RSPCA Assured scheme, which collaborates with major supermarkets including M&S, Co-op, Morrisons, Sainsbury’s, Tesco, Lidl, and Aldi, has faced increasing scrutiny. Recently, RSPCA vice president Brian May, guitarist of Queen, resigned over what he called “damning evidence” of animal welfare failings at certified farms. He criticized the RSPCA’s response as inadequate and labeled the Assured scheme a failure.

In its defense, an RSPCA Assured spokesperson stated, “RSPCA Assured has been independently proven to improve the lives of millions of animals every year, and this advert grossly misrepresents this vital work. We are requesting that Transport for London remove it from the tube network immediately to avoid further misleading passengers.” They also noted that the label serves as a guide for consumers concerned about animal welfare while choosing to eat meat, fish, eggs, and dairy.