Meat and Livestock Commission
Encyclopedia
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 is a non-departmental public body
and is still monitored by the Government.
population.
In 2000 alone, the Meat and Livestock Commission and the Government jointly funded a £4.6 million ad campaign to promote British pig meat.
(PETA) unveiled a poster linking eating meat with child abuse. 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., 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”.
Red meat
Red meat in traditional culinary terminology is meat which is red when raw and not white when cooked. In the nutritional sciences, red meat includes all mammal meat. Red meat includes the meat of most adult mammals and some fowl ....
. The MLC is a non-departmental public body
Non-departmental public body
In the United Kingdom, a non-departmental public body —often referred to as a quango—is a classification applied by the Cabinet Office, Treasury, Scottish Government and Northern Ireland Executive to certain types of public bodies...
and is still monitored by the Government.
Funding
The MLC's income derives from a levy on every slaughtered carcass with additional funding directly from the Government and has an annual budget of £42 million for marketing and advertising to promote meat to the BritishUnited Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
population.
Meat promotion
The MLC's remit is 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."In 2000 alone, the Meat and Livestock Commission and the Government jointly funded a £4.6 million ad campaign to promote British pig meat.
Controversy
In 2006 the British arm of People for the Ethical Treatment of AnimalsPeople for the Ethical Treatment of Animals
People for the Ethical Treatment of Animals is an American animal rights organization based in Norfolk, Virginia, and led by Ingrid Newkirk, its international president. A non-profit corporation with 300 employees and two million members and supporters, it claims to be the largest animal rights...
(PETA) unveiled a poster linking eating meat with child abuse. The MLC branded the poster "irresponsible". However, the Advertising Standards Authority
Advertising Standards Authority (United Kingdom)
The Advertising Standards Authority is the self-regulatory organisation of the advertising industry in the United Kingdom. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. However, its code of advertising practice broadly reflects legislation in many instances...
(ASA) agreed that PETA can continue to place ads expressing this point of view., 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”.