“The website claimed that ‘FURlab can completely guarantee that your product is derived from 100% percent ethical fur,’ because the animals were killed in countries that have the 'Origin Assured' stamp,” Vice.com’s Charlotte Gush writes. “However, the 'Origin Assured' hallmark was created by the International Fur Federation, another organisation set up to — you guessed it — promote fur.”
The formal complaint noted that the in countries with the ‘Origin Assured’ label, fur farmed animals were kept in deplorable conditions. The Advertising Code – the Dutch advertising standards organization – agreed.
“The Advertising Codereportconcludes that the average consumer could be misled into making a decision to buy the fur, that they wouldn't have made otherwise,” Vice.com notes. “Under the advertising rules, therefore, the statement was found to be misleading and unfair.”
This is a major victory in Europe, and one that will have far-reaching consequences. The world is finally realizing that simply stating fur products are “ethical” or “humane” is truly meaningless, marketing propaganda. In Canada, many companies use these labels, too, and throw on “Made in Canada” to make it even more appealing to unsuspecting consumers.
But fur for fashion is always cruel, and there is one way we can end that cruelty: we can choose to #MakeFurHistory.
Photo of a farmed mink in Canada.