Campaign launched by animal welfare organisations

A number or animal welfare organisations have joined together to launch a new campaign called Labelling Matters. The campaign demands clearer information for consumers.

Labelling Matters was launched by nine-year old Ayrton Cable, who premiered his own short film to an audience of MPs and journalists proposing a new law on food labelling. The film is called "How was this animal kept?" and you can watch it here.

Ayrton says he believes consumers should be able to make up their own minds about the food they buy.

He said: "With the method of production labelling people can choose either to buy meat and cheese from animals which are kept in a kinder system, even though this may cost a bit more. Or they could choose intensively farmed food, which may be cheaper, but which has been made using animals who suffered."

The Labelling Matters campaign is supported by the RSPCA, Compassion in World Farming, Soil Association, and World Society for the Protection of Animals (WSPA).