The Meat and Livestock Commission (MLC) was set up by the UK Government under the Agriculture Act 1967 with government money with the remit to promote the sale of red meat. The MLC was previously an independent non-departmental public body, but from 1 April 2008 it was superseded by the Agriculture and Horticulture Development Board.[1]
Funding
editThe MLC's income derived from a levy on every slaughtered carcass with additional funding directly from the government. As of 2007[update] it had an annual budget of £42 million for marketing and advertising [2] to promote meat to the British population.[3]
Meat promotion
editThe MLC's remit was to "work with the British meat and livestock industry (cattle, sheep and pigs) to improve its efficiency and competitive position" and "to maintain and stimulate markets for British meat at home and abroad, while taking into account the needs of consumers." [4]
In 2000 alone, the MLC and the Government jointly funded a £4.6 million ad campaign to promote British pig meat.[3]
Controversy
editIn 2006 the British arm of People for the Ethical Treatment of Animals (PETA) unveiled a poster [5] linking eating meat with child abuse.[6] The MLC branded the poster "irresponsible". However, the Advertising Standards Authority (ASA) agreed that PETA can continue to place ads expressing this point of view.,[7] stating that “While we recognised that some viewers would find the text used in the ad inappropriate, we understood that PETA had intended to convey that, in their opinion, feeding meat to children, and thereby exposing them to potentially harmful influences, was tantamount to abuse”.[7]
See also
editNotes
edit- ^ Natural Environment and Rural Communities Act 2006, sections 89, 91; the Agriculture and Horticulture Development Board Order 2008, article 17(1)(d).
- ^ The Silent Ark by Juliet Gellatley with Tony Wardle
- ^ a b Viva! - Vegetarians International Voice for Animals Archived 2007-09-28 at the Wayback Machine
- ^ Meat and Livestock Commission
- ^ "Archived copy". Archived from the original on 2007-02-06. Retrieved 2007-05-30.
{{cite web}}: CS1 maint: archived copy as title (link) - ^ BBC NEWS | England | Poster links meat and child abuse
- ^ a b PETA UK >> Feat >> ASA Agrees: PETA Can Take Parents to Task for Feeding Kids Meat Archived 2007-05-10 at the Wayback Machine
