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RSPCA Certified: New branding for RSPCA Australia’s most trusted farm animal welfare program and benefits to animals

Australia’s leading independent certification program focused on farm animal welfare will now be known by a new name - RSPCA Certified
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  • RSPCA Australia
  • Tuesday, 3 March 2026
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  • The program, delivered by RSPCA Australia, has been in operation since 1996 and in that time has improved the lives of more than five billion Australian farm animals
  • More than 96 per cent of Australians view animal welfare as an important consideration when purchasing food at the supermarket
  • More than three out of four Australians are more likely to purchase a product with RSPCA certification

Launching nationally today, the new RSPCA Certified brand will begin replacing the existing RSPCA Approved brand. The program’s mission remains the same: improving the lives of animals through care and evidence-based welfare advancements.

While the new brand marks a new era for the independent certification program run by RSPCA Australia, the foundation of the program remains the same: A robust assessment and certification process which verifies conformance to RSPCA Australia’s standards. These standards are science-informed and animal-specific, developed by RSPCA Australia’s Science and Policy team and go well beyond Australian legal requirements resulting in a better quality of life for Australia’s farmed animals.

CEO of RSPCA Australia Richard Mussell said of the transformation: “RSPCA Certified has been designed to better signal to conscientious consumers that it is a trusted farm animal welfare certification program, ensuring animals have been raised to a higher welfare standard than is required by Australian law.

“The goal of our certification program is, and has always been, to provide consumers with a certified higher-welfare option they can quickly understand and trust when at the supermarket.”

Dr. Dave Moore, General Manager of RSPCA Certified said: “Research showed that 3 in 5 Australians looked for an RSPCA Approved logo when shopping and we want to assure consumers that while our brand has changed, our strong commitment to improving the lives of Australia's farmed animals remains the same.”

“RSPCA Certified gives consumers confidence that higher-welfare claims are backed by a robust, independent certification.”

Animals raised on RSPCA Certified farms experience better welfare compared to legal standards, an important factor influencing purchasing behaviour of more than 96 per cent of Australians, according to 2025 research from McCrindle. Furthermore, almost two-thirds (63%) of Australians look for references to the RSPCA’s farm animal welfare certification on-pack when shopping for groceries – a figure which has steadily increased each year since 2015.

Consumers will continue to see the previous and new logos on product packaging and in menus as businesses update their product packaging and marketing. Both logos indicate the products are from RSPCA Certified farms, and in time the previous logo will be phased out entirely.

More information about RSPCA Certified, including details on the higher-welfare standards themselves, can be found at rspcacertified.org.au.

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