Steggles, a major producer of broilers in Australia, has launched a TV campaign to refute the widely held consumer perception that hormones and steroids are used in the production of poultry meat. Studies conducted in Australia confirmed that 75% of consumers believe that their chicken meat was adulterated with additives such as hormones and steroids.

Most industrialized countries including the U.S., Australia and the EU banned the use of these additives over half a century ago.

According to the managing director of Steggles, the company is hoping the TV campaign will reinforce their message that broilers are raised without either hormone or steroid additives in feed or at any point in the production process.