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The Looking-Glass Ethical Clarity Labelling Campaign ...
The NOVA
Key©

Labelling Examples Revealed!

How The Key can work on clothes

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Food
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Although these product labels below are fictitious, the additives and ingredients that end up in similar products at your local stores are very much real.

The simple thing to remember is that any letter on a Nova Key label ("N", "O", "V", or "A") - crossed in red is an indicator as to whether it may not suit your ethical preference.

FURRY PLANET PICTURE
How humans can celebrate and embrace the beautiful designs of animals own clothes, being their fur... without cruelty. If you want to wrap yourself with the stunning look of nature's own creations, then you can do so with artificial furs designed to look identical to the real thing. This product has a crossed "N" simply because a bulk of the the non-animal materials used are chemically derived. It's important to display this option since some people may be allergic to the chemicals used in the manufacturing (as with most clothing). Overall, this would be classified as a fairly green but definitely humane product.
Note: For those, whose current opinion is that not even facsimile animal-like textures and patterns should be exploited in fashion, we try to think with this example beyond the legacy of "murdering for the privilege". We would like to hope that if there ever is an animal friendly future where real fur was completely banned and therefore fake couldn't be confused for real, then faux fur could become a new wave of compassionate expressionism - a mark of admiration for the animals from where the designs originated.

 

GNU SHOES PICTURE
Oh yes... New shoes and trainers may well turn out to be full of raw hide.

NOTE: Website E-tailers and food catalogue companies licensed to use the NOVA Key label will show the appropriately crossed Key next to the advertised product

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Food
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Dodgy, and frankly quite silly names and designs
© Looking-Glass and VeggieGlobal 2002

 

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What You Can Do In Your Own Time To Help

UNITED KINGDOM and IRELAND site visitors

Due to the current state of labelling practices in the UK, it's worth keeping a vigilant eye open for products with "V" or "O" style labels on them. And if you have doubts about a product's authenticity as being totally meat free or organic etc, then contact the stores management or the producers themselves. Tell us about it as we will keep this site updated with your reports.
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Investigation and Case Studies
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Nova Key Examples on Products

Europe Mainland, USA, Canada, Australia, Asia and New Zealand site visitors

Your observations and information about the labelling situation in your country is vital to our NOVA Key campaign. Tell us your thoughts and findings as we will keep this site updated with your reports.
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Investigation and Case Studies
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Nova Key Examples on Products

Copyright Information
©2000 onwards Looking-Glass and The Nova Key.
Unauthorized use of the NOVA Key or copying / reproduction of any information on these pages is strictly forbidden and will be subject to prosecution.
If you wish to help promote the NOVA Key Campaign on your website please
contact us with your enquiry.
Manufacturers wishing to apply to use the NOVA Key
click here

 

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