ABSTRACT
In 1965 a Government committee investigating the welfare of factory-farmed animals in the wake of the publication of Ruth Harrison's Animal Machines recommended that animals should have the freedom to "stand up, lie down, turn around, groom themselves and stretch their limbs". Over the last few decades, consumers and campaigning groups have made effective use of emerging media technologies to raise the profile of farm animal welfare issues, piling pressure on governments, retailers and other businesses to move from farming systems that are bad for animal welfare towards those that are better. The UK Government is proud of its status as a world leader in animal welfare and has extensive legislation and guidance on farm animal welfare covering rearing, transportation and slaughter. There is evidence of increasing interest and concern among consumers to know more about where their food has come from and to have the option to purchase products that ensure higher welfare for farm animals.
