The Origin Assured (OA™) label is the fur trade’s consumer assurance initiative, providing important information on the origins of the fur: when a fur garment or product carries the OA™ label consumers know that the fur, whether farmed or wild, has come from a country where welfare regulations or standards governing fur production are in force.

The Approved Retailers and Manufacturers programme encourages members to join the independent monitoring programme provided by Cotecna, an international monitoring organisation, to ensure the policies of the OA™ are adhered to.

The OA™ label is a demonstration of the fur trade’s commitment to transparency and good welfare practice. In a 2011 consumer survey in 10 countries, nearly 1 in 3 of the general public said they would buy a fur garment if it carried an OA™ label – up from 19% in 2007