Welcome to Cruelty Assured, your source of information about the fur industry's disinformation campaign called Origin Assured™ (OA)

Developed voluntarily, the new Cruelty Assured label gives consumers confidence about the cruelty and violence involved in producing fur.

It is an assurance that the fur comes from a country where national or local regulations or standards are notoriously broken as animals are made to suffer.

It is also a reflection of the global anti-fur movements’s commitment to openness and honesty with responsible customers and people that care.

Fur – the unnatural, unethical and irresponsible choice.