It’s hard to miss the virulent vegan-inspired advertisements that are now such a feature of everyday life. Nobody seems to know the source of the funding for what must be a very expensive campaign. But while we may not know where the money is coming from, it’s very clear that there is huge potential financial gain to be made by persuading the population to switch from meat and dairy products to a diet of artificially manufactured foods.

Venture capitalists have not been pouring money into these new products for the fun of it. But how many of us have critically looked at these eye-catching advertisements? They do not, as would be logical in food advertising, claim extra nutritional benefits from vegan products; instead they vilify the production of meat and dairy and by implication, directly attack farmers and farming. Most countries have clear incitement to hatred legislation on their statute books, and it would seem from reading summaries of Irish legislation that these vegan inspired advertisements could, and in my view should, be categorised as incitement to hatred, which can be legally challenged. It’s only a few weeks ago that we saw a perfectly legal high-quality pig farm invaded and occupied by so-called animal welfare activists.

This kind of activity is clearly encouraged by these advertisements and takes place regardless of the disease risks and business damage that may result. I find it amazing that there has been no broad industry response to these campaigns informing the general public not only of the nutritional benefits of meat and dairy, but also the animal health and welfare standards that are observed. Farmers, processors and agencies such as Bord Bia all have a part to play, but so does the government, as it exercises its responsibility to ensure its laws are upheld and if they need strengthening to act appropriately.