In May, we complained to the Advertising Standards Authority (ASA) about Happy Egg Co's misleading TV, Radio, and internet adverts. These adverts made false claims about the living conditions of the hens and suggested that they live a happy and healthy life. Hundreds of people joined us for this action and helped amplify our voice. 

The ASA's response acknowledged our concerns about the ad's misleading claims. However, the ASA wanted to give companies time to adjust their advertising practices based on its new report. They suggested we resubmit our complaints after July because they could be processed by the board after the review. This is where you come in. 

Despite our initial complaint and online campaign content, Happy Egg Co has persisted in their misleading advertising practices. The same advert is still online, unchanged. We've waited long enough. It's time to unite our voices once again, this time during our Cage-Free isn’t Cruelty-Free week of action, and resubmit our complaints to the ASA. They will have to take us more seriously this time!

WHEN AND WHERE: The advert ran from 17 February until 11 April. It was featured on TV (Sky, Channel 4, ITV), online on YouTube, and on Radio (Kiss, Classic FM, and Smooth Radio). It is also on Happy Egg Co's social media platforms and YouTube.

You can submit your complaint here. And here's an example letter you could use.

Example Letter:

Dear Advertising Standards Authority, 

I’m submitting a complaint to you regarding the dishonest advertisement of the Happy Egg Company.

As an animal advocate, it really concerns me that a company would paint such a pretty picture when the reality is so different. The nation deserves to know where their food comes from; we shouldn't be fed fairy tales about happy hens. It's time for The Happy Egg Company to come clean and show us the real story behind their eggs. Because, as members of the public, we want honesty and transparency even when it's not so pretty. They shouldn’t be allowed to get away with this spreading of misinformation.

I have seen the investigations carried out by Animal Justice Project, and I know that the reality is very different on these farms. The hens are not healthy or happy, but instead suffer greatly. They become so stressed that they pluck each other's feathers out. Hens cannot escape, trapped inside a shed of over 10,000 birds. It was upsetting to see so many dead, dying and injured birds in the undercover footage, including at the farm contracted by Happy Egg. Their litter is piled high with faeces and the area they have to roam in is dry and brown in contrast to the greenery in the ad. The ad is all lies!

Please stop the Happy Egg company from being so dishonest. They mislead consumers and it’s not right. 

Your Sincerely,

A very concerned member of the public.

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If you are writing a complaint from scratch, here are some key points that you can include:

1. In contrast to the healthy looking hens in the ad, the birds we found at Hockerwood farm had feathers missing, one had a damaged wing and another had a severely prolapsed cloaca.

2. Despite the brands claims that they have “happy hens” we found dead hens and the litter was piled high with faeces. 

3. The greenery depicted in the video contrasts the barren land we captured in our drone photos of Hockerwood Farm. The space the birds had to roam was also greatly exaggerated. 

4. The brand creates a false image of the farms that supply them to dishonestly coerce the public into purchasing their product.

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Our investigation into a farm that supplies the Happy Egg Company shows the horrifying reality of the situation. We've witnessed firsthand the discrepancy between the glossy façade of the ad and the grim reality experienced by these hens, which profoundly impacts their well-being. Every complaint counts. Please let us know of any responses that you receive.

Together, we can make sure this misleading and dangerous advertisement is taken down immediately and is never aired on TV ever again.

As always,

For the animals.