AR-News: [U.S.] two more AP articles on the misleading egg industry logo

Miyun Park mpark at
Tue May 11 18:13:37 EDT 2004

Two more (totalling three) AP stories have run on the Better Business
Bureau's ruling on the United Egg Producers' misleading "Animal Care
Certified" logo.

To learn more about the complaint and our investigation at an "Animal Care
Certified" factory egg farm, please visit

Please visit to see this morning's article
(longer and expanded version of the first AP story).

The latest article is below:,1,1


The Los Angeles Times
May 11, 2004

Egg Industry Will Revise Ad Claims
By PATRICK CONDON, Associated Press Writer

DES MOINES, Iowa — Leaders of the egg industry voted Tuesday to require that
egg producers who use the "Animal Care Certified" logo on their cartons also
include a Web site that gives information about what some claim is the
inhumane treatment of hens.

The vote by the board of directors of the United Egg Producers was in
response to a ruling issued a day earlier by the Better Business Bureau that
called the logo misleading. The bureau's National Advertising Review Board
said the egg industry should eliminate the logo or provide better
information to consumers.

Consumers who saw the logo might be surprised to learn that the standards
behind the Animal Care Certified tag still allowed confinement of hens in
tiny cages, beak-clipping and forced starvation of the birds, the ruling

A spokesman for Atlanta-based United Egg Producers, the national trade group
for egg producers, said the ruling was not a defeat for the industry.

"This group did not say stop using the seal, what they basically said is,
'Consumers don't understand what this seal means. You need to do a better
job of explaining what it is,'" said spokesman Mitch Head.

The logo is a small black half-circle bearing the words "Animal Care
Certified," with a red check mark in the middle. Head said producers who use
it will now have to include the Web address,
which is run by the egg producers and contains information about the
standards for chicken treatment that have been decried by the animal rights
group Compassion Over Killing, which filed the complaint with the Better
Business Bureau.

Head said the Web site will soon be relaunched to include more detailed
information on treatment guidelines. He said the industry also is launching
a $500,000 information campaign about the certification program.

Paul Shapiro, campaigns director for Compassion Over Killing, said the egg
industry's steps don't go far enough.

"If they had a photo gallery showing what kind of abuse is allowed under the
guidelines, that would at least be truthful," Shapiro said.

While the New York City-based Better Business Bureau can't force the egg
industry to do anything, it has said it will review any changes to the
marketing campaign in a few months. If they don't satisfy the bureau, it
could send the case to the Federal Trade Commission or Food and Drug
Administration for further review.

* * * * *

Compassion Over Killing

More information about the AR-News mailing list