On December 28th, 2010, U.S. President Obama signed the Truth in Fur Labeling Act into law. Where previously there had been a loophole allowing garments sold in the U.S. that cost under $150 to go unlabeled, it is now illegal to include any real fur in a garment unless it is labeled as such. Additionally, in Norway fur was banned from Oslo Fashion Week, the country’s primary annual fashion show…

Based on the Fur Trade Federation’s 2009 reporting of a worldwide downturn in fur sales, HSUS predicted that 10 million of the typically 75 million animals killed for fur each year will be saved because of the downturn in fur sales. However, while more people are opposed the wearing of fur, it seems to be making a comeback in some ways, featured prominently in advertisements for everything from clothes to beer. So what are people’s attitudes toward fur?

A 2007 survey by the Royal Society for the Prevention of Cruelty toward Animals found that 93% of British citizens say they refuse to wear real fur. And, although some may debate that farming animals for fur is no different than farming animals for food, 61% of these respondents think that there is a moral difference between the two.

Similarly high levels of Israeli citizens oppose fur for fashion. A 2009 International Anti-Fur Coalition survey shows that 86% of Israelis believe killing animals for fur is immoral and nearly 80% would support a bill calling for the ban of the fur trade in Israel. About 74% of Croatian citizens would also support a ban on fur farming in their country.

In North America, however, there is less resistance to fur, although it still remains unpopular. 2004 statistics from the Fur Council of Canada indicate that there is an increase in popularity of fur among men and that 19% of Canadian women own a fur coat.

According to the 2010 Gallup Values and Beliefs Survey, 60% of U.S. citizens find it morally acceptable to wear fur. HRC found in both our 2008 and 2010 Animal Tracker surveys that fewer than half of U.S. respondents disagreed with the statement that “buying clothes made of real animal fur is ethically acceptable.”

While fur is not a universally popular fashion statement, it is prevalent enough that animal protection groups need to continue to work toward its eradication. In 2003, HRC conducted a study investigating the impact of an anti-fur campaign. In a future post I will discuss the lessons we learned from this study, as well as other research that can inform the advocacy of animal protectionists trying to convince the public that fur is not fashion.