The Pork Industry is under fire over its new labelling system.

Labels reading '100 per cent New Zealand welfare-approved Pork' are being introduced, after the outcry at the way some pig farms raise their animals. But animal rights campaigners think the labels are misleading.

SAFE campaign director Hans Kriek says meat from any farm which complies with NZ Pork's auditing scheme can get the label. He says even pork from farms which use farrowing stalls or sow crates can qualify as 'welfare approved'.

Hans Kriek says the labels are designed to confuse and deceive consumers.