Food companies that have incorporated promotional and booklet labels into their marketing strategies have been urged to make sure products are accurately named.

Greg Knight, Conservative MP for East Yorkshire, noted that bacon in particular is often labelled as being British.

However, he told the House of Commons that this is not necessarily the case, as meat that originated overseas but was processed in the UK is being marketed in this way.

Mr Knight said this is proving harmful to farmers in Britain and also misleading members of the public.

He welcomed a new step taken by retailers including Tesco, Waitrose and Sainsbury's to end this practice and called on other supermarkets to follow suit.

This comes after consumer group Which? called on retailers and manufacturers to be clear and accurate when naming their products, as some are confusing customers by implying some ingredients are more prevalent than they actually are.

Denny Bros Ltd, 15 April 2011