The Advertising Regulatory Board dismissed an animal welfare complaint against Woolworths regarding the slaughtering of pigs.
Image: FILE/ Siphiwe Sibeko, Reuters
Woolworths has been cleared following a complaint over its advertising for the welfare of animals in its supply chain relating to pig gassing practices.
The Directorate of the Advertising Regulatory Board dismissed the complaint and found that Woolworths’ statements in its advertising and on its website are not misleading consumers.
The complainant stated that the Advertiser had confirmed to her that it buys pork from abattoirs that gas the pigs in the production of their pork products. She stated that it is a known fact that gassing pigs results in great distress and pain for the pigs, which does not align with the five animal freedoms advertised by Woolworths.
Woolworths, in its advertising, among others, says: “We believe that it’s our responsibility to ensure our suppliers treat the animals in our supply chain with respect, in the most humane way possible, and are committed to a journey of continuous improvement".
It said it works with its suppliers to improve animal welfare and minimise any potential harm, stress or pain, and aim to meet the Five Freedoms that describe the ideal state of animal welfare.
In responding to the complaint, Woolworths said that it is passionate about the humane treatment of animals, both in their lives and at the point of slaughter. It has been consistent and deliberate in its efforts to maintain an exceptional standard.
It added that the question of whether pig stunning is the “most humane” method is a complex and inconclusive one. Woolworths further said that CO2 gas stunning, which is the subject of the complaint, provides a reliable means of inducing unconsciousness in a group of animals, does not require the livestock to be restrained and allows them to remain in groups, which, it says, significantly reduces the stress and risk of injuries compared to other commercial stunning methods.
The Advertiser also states that it goes to great lengths to ensure that its values are applied across its business, including during the slaughter of livestock. It listed the requirement to have a dedicated, trained animal welfare officer on site and it ensures that standards are complied with.
The Directorate said it is extremely sympathetic to the Complainant’s concerns about animal welfare and collectively experiences great discomfort at the contemplation of methods of slaughter. However, it also acknowledges that slaughtering livestock is by its very nature a stressful and distressing process for the livestock, and that humane abattoirs can only make their best efforts in reducing this stress and distress.
The Directorate added that it believes it is not possible to be fully humane when ending the life of an animal, and that the average consumer understands this. It also understands from its research that the introduction of CO2 gassing as a global approach to slaughter is intended to minimise harm and suffering, as it stuns the livestock before slaughter, reducing fear and risk of injury.
While the extent of its effectiveness appears to be controversial, the intention of its use is a humane one. With this in mind, the Directorate considered the Advertiser’s phrasing. The Directorate noted that the Advertiser states that it is “committed to” farming in a way that doesn’t harm animals.
It further noted that stating a commitment to an outcome is aspirational, and the Advertiser does not state that it has achieved its intended outcome. It also noted that the Advertiser’s ability to achieve a goal of minimising harm to animals will always be limited by the fact that they are selling meat, which inevitably involves killing the animals in question.
The ARB said Woolworths states that it “works to improve” animal welfare, “minimise” potential harm and “aims to meet” the five freedoms that describe the ideal state of animal welfare. “None of these statements are an absolute statement of a successful outcome, but all reflect an intention, a 'best effort' approach, or a commitment to continuous improvement,” it said.
Cape Times