The UK meat industry says most people don’t need to eat less red or processed meat because, on average, we’re already within safe limits — only heavy eaters are at risk, so big changes for everyone aren’t needed.

The UK meat industry says you need red and processed meat to stay healthy because it has important nutrients, and warns that eating less meat could leave women and kids missing key vitamins and minerals.

The UK meat industry uses the same PR tricks as big tobacco and oil companies—like saying the science isn't clear or that it's your choice—to avoid government rules that might hurt their profits.

The UK meat industry says the science on red and processed meat causing cancer isn't clear, to make people worry less and stop strict rules on eating meat.

The UK meat industry says we don’t need to eat less meat to help the planet—instead, they believe better farming practices and natural carbon storage in grasslands are enough to fight climate change.

Official food advice says to eat less red meat and processed meats like bacon, but this advice mostly comes from studies that can't prove cause and effect and don't show how much risk there really is.