RCC: Eet-Geen-Dierendag Campaign misleading

The Reclame Code Commissie (RCC) (Advertising Code Committee) has ruled that the central claim of the Eet-Geen-Dierendag (Don't eat animals day) campaign, that if nobody consumes meat for a day, 500,000 animals will be saved, is misleading and unfair.

The RCC has fully upheld the complaint of the Central Organisation for the Meat Sector (COV) against Wakker Dier.

It is good to see that the RCC corrects Wakker Dier here. Claims or statements by NGOs are also bound by rules and must be accurate in terms of content', says General Secretary Richard van der Kruijk of the COV. Claims or statements by civil society organisations are sometimes too easily accepted and adopted by third parties for good. The statement of the RCC makes it clear that it would be beneficial to also critically examine them. The 500,000 animal claim of Wakker Dier really goes beyond any reality. In fact, there is no reduction in slaughtering and processing at all.

According to the RCC, the COV has convincingly demonstrated that the production of the Dutch livestock and meat sectors cannot be linked directly to domestic consumption. What is not eaten in the Netherlands finds a destination elsewhere, abroad where there is an increasing demand for meat (products). The RCC has also taken into account that the Dutch meat sector, in addition to meat, takes care of many by-products to ensure that nothing is lost, in other words everything from the animal is also used sustainably.

According to the COV it is positive that the RCC has made the point. Van der Kruijk: I hope that organisations and institutions that want to support such campaigns in the future will study the accuracy of the message more closely and will not allow themselves to be misled'.