RSPCA: The only way is ethics . . . scruples can make a man sexier

Says new survey by RSPCA Freedom Food

With the nation gearing up for some serious romance this Valentine’s Day, men might be heartened to learn that looking like David Beckham or George Clooney can be less important than their ethics when it comes to impressing women.

Over half of the nation’s women (60%) responding to a YouGov survey published today – by the RSPCA’s Freedom Food labelling scheme – say that a partner’s ethics are more important than their looks.

And with many of us celebrating Valentine’s Day with a romantic meal in or out, the survey also reveals that 21% of women think partners who choose higher welfare food – such as Freedom Food or free-range when shopping or in a restaurant – have more sex appeal.

The survey also reveals that not caring about farm animal welfare can be a definite turn off:

— 35% of the women surveyed stated that they would be turned off by a partner who didn’t consider the welfare of animals farmed for food important

— The same number said ordering foie gras or white veal in a restaurant is a definite “turn off”

— When shopping, 26% (men and women) would be put off if their other half chose the cheapest indoor reared chicken, regardless of the welfare standards

— 20% felt the same way about a partner who bought eggs from hens kept in cages

The research findings were further backed up by another survey run with 30,000+ respondents through TV presenter Sarah Beeny’s popular online dating site –

Respondents were asked: “Do you think that someone who cares about ethical issues such as farm animal welfare, fair trade or the environment would be more sexy?” A whopping two thirds (66 per cent) said “yes” and even more women (69%) agreed.

Sarah Beeny said: “Forget a sexy smile, glossy hair and dazzling eyes – a huge number of visitors to our site think that ethics are the new sex appeal! And I couldn’t agree more. 

Someone who cares about farm animal welfare, fair trade and where their food comes from, as well as the environment, would certainly score more highly in my book – if I was single of course!”

Carole Stewart, spokesperson for RSPCA Freedom Food, said: “There’s an easy way for guys to impress girls this Valentine’s – just treat her to a meal at a Freedom Food Simply Ask restaurant listed on These restaurants only use free-range and barn eggs and don’t serve foie gras and white veal. 

“Or if you’re having a romantic meal in, don’t forget to only choose eggs, meat, poultry and salmon with the Freedom Food logo.”

– ends-



Notes to editors


— For further details or to arrange interviews, please contact Stephanie Power: or 0207 630 6633 / 07944 860 839

— is one of the UK’s most popular dating sites. Created by TV presenter Sarah Beeny, the site delivers a no-nonsense approach to dating as everyone on the site is described by their friends.

Radio 1 has described them as the "hottest dating website in the UK", Vogue has featured them in "The List", FHM and Loaded both voted them their favourite dating site, and Revolution claims they "bring the personal touch back to online dating"

— All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2014 adults. Fieldwork was undertaken between 20th – 23rd January 2012. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).

— What is Freedom Food? The RSPCA’s Freedom Food scheme is the only UK assurance scheme dedicated to farm animal welfare. It approves livestock producers, hauliers and abattoirs against RSPCA farm animal welfare standards, providing a thorough and pragmatic approach to farming and encouraging the application of best practice from birth to slaughter. The scheme also offers a robust traceability system. When consumers see the distinctive logo on food packaging or menus they can be confident that the animal has been reared on farms inspected to higher welfare standards, with the backing of one of the most respected animal charities in the world.



RSPCA, Wilberforce Way, Southwater, Horsham, West Sussex RH13 9RS
Press office direct lines: 0300 123 0244/0288 Fax: 0303 123 0099
Duty press officer (evenings and weekends) Tel 08448 222888 and ask for pager number 828825
Email: Website: