Campaign launched to clarify pet food labelling

Current laws do not force manufacturers to declare what is actually in their products, the organisation said, and as a result they can get away with including poor quality items.

According to the campaign, vague terms such as "derivatives of vegetable origin" should be banned because they do not clarify the ingredients.

So far the initiative has attracted the support of a number of individuals, such as the celebrity vet Joe Inglis, BBC presenter Matt Baker and athlete Sally Gunnell OBE.
Participating companies - such as Organipets - are to highlight their support by stickering products mentioning the scheme.