Why PETA Reported the ‘Happy’ Egg Co to the Advertising Standards Authority

Posted by on March 11, 2021 | Permalink

PETA and over 32,000 supporters have urged the Advertising Standards Authority (ASA) to stop the “Happy” Egg Co from deceiving the public.

Chickens crammed together on "free-range" egg farm.

The “Happy” Egg Co, owned by Noble Foods, is one of the largest “free-range” egg producers in the UK. After visiting farms in Cumbria, Gloucestershire, and Herefordshire that supply the brand with eggs – which are sold in all major supermarkets in the UK – PETA released shocking footage of the way hens really live on farms supplying the “Happy” Egg Co. In less than a week since the exposé, over 32,000 supporters have rushed to urge the ASA to stop the company from using deceptive advertising that dupes consumers into buying the products of animal suffering.

Crappy Eggs, Not Happy Eggs

The “Happy” Egg Co is one of the UK’s largest suppliers of disingenuously named “free-range” eggs. In its marketing materials, the company depicts “happy hens” roaming vast green fields covered with foliage and trees and engaging in natural behaviour – stretching, roaming, foraging, and dust bathing – with easy access to green grass and freedom from overcrowding. As exposed by PETA, these depictions are a far cry from the way hens on farms that supply the “Happy” Egg Co really live.

The reality is that hens – sensitive, intelligent animals who can feel pain and who, in natural environments, form complex social bonds – are crammed into dark sheds with thousands of other birds. Such confinement leads to stress and trauma that in turn can cause them further pain as a result of fighting, feather pecking, and self-mutilation.

A chicken that has been pecked bare on a "free-range" egg farm

Why Has PETA Contacted the ASA?

The ASA is the UK’s independent advertising regulator. PETA’s footage of chickens on farms supplying the “Happy” Egg Co shows that the company is clearly misleading consumers with false imagery and claims about happy hens laying happy eggs. PETA has urged the ASA to hold the company accountable for its false portrayals and to prohibit it from further deceiving the public with misleading branding and marketing that dupes consumers.

Expectations vs. Reality of chickens on farms supplying the Happy Egg Co

What Can You Do?

  • Don’t be duped. The only label that guarantees an animal-friendly product is “vegan”. The best way to help these intelligent animals is to stop eating animal-derived foods, including eggs. Reducing demand for their eggs will help prevent chickens from being forced to live – and die – in these heartbreaking conditions. There are so many great substitutes for eggs that are delicious, can be bought in supermarkets and health food shops, and offer all the taste with none of the cruelty.
  • Order some “Crappy Eggs” stickers. Get creative and stick these wherever you can to inform people about the suffering hens on farms that supply The “Happy” Egg Co endure for “free-range” eggs:
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