United Poultry Concerns 24 November 2003

BBB Rules in Favor of COK re ACC Logo

Congratulations, COK!!

National Advertising Review Council press release:
Contact: Sheryl Harris
National Advertising Division


NAD recommends that the UEP discontinue its ACC logo, UEP appeals decision
to the NARB

New York, NY - November 24, 2003 - The National Advertising Division (NAD)
of the Council of Better Business Bureaus, Inc., the advertising industry's
self-regulatory forum, recommends that United Egg Producers, Inc. ("UEP")
, a
trade association for the egg producing industry, discontinue the use of its
"Animal Care Certified" claim and logo appearing on egg carton packaging and
other advertising for eggs.  The truth and accuracy of the advertiser's
claim was challenged by Compassion Over Killing , Inc. ("COK"), an animal
advocacy organization.

NAD determined that the "animal care" message conveyed by the UEP's "Animal
Care Certified" logo, was misleading
and that consumers concerned about the
treatment of animals
could reasonably take away the message that the hens
that produce the eggs in cartons bearing the seal are treated to a more
humane level of care than that which is afforded by the animal husbandry
guidelines adopted by the UEP.  NAD concluded that the "animal care" message
is likely to mislead consumers
on an issue that may be important to their
purchasing decisions.  Consequently, NAD recommended that the use of the
"Animal Care Certified" claim be discontinued
, because it does not
accurately reflect the actual level of care provided under the certification

In a statement to NAD, "UEP" declared that it "absolutely and utterly
rejects the NAD's decision and seeks referral to the National Advertising
Review Board."

For a complete case report of the NAD decision , please contact Sheryl Harris
at 212.705.0120.

NAD's inquiry was conducted under NAD/CARU/NARB Procedures for the Voluntary
Self-Regulation of National Advertising.  Details of the initial inquiry,
NAD's decision, and the advertiser's response will be included in the next
NAD Case Report.

The National Advertising Review Council (NARC) was formed in 1971 by the
Association of National Advertisers, Inc. (ANA), the American Association of
Advertising Agencies, Inc. (AAAA), the American Advertising Federation, Inc.
(AAF), and the Council of Better Business Bureaus, Inc. (CBBB).  Its purpose
is to foster truth and accuracy in national advertising through voluntary
self-regulation.  NARC is the body that establishes the policies and
procedures for the CBBB's National Advertising Division (NAD), the
Children's Advertising Review Unit (CARU), and the National Advertising
Review Board (NARB).


NAD and CARU are the investigative arms of the advertising industry's
voluntary self-regulation program.
  Their casework results from competitive
challenges from other advertisers, consumers and also from self-monitoring
traditional and new media, including the Internet.  The National Advertising
Review Board ( NARB), the appeals body , is a peer group from which ad-hoc
panels are selected to adjudicate those cases that are not resolved at the
NAD/CARU level.  This unique, self-regulatory system is funded entirely by
the business community;
CARU is financed by the children's advertising
industry, while NAD/NARB's sole source of funding is derived from membership
fees paid to the Council of Better Business Bureaus.

United Poultry Concerns, Inc.
PO Box 150
Machipongo, VA 23405-0150
FAX: 757-678-5070

(UPC Letter Dayton Daily News Re: Battery-Caged Hens)

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