Ecover loses green backing over 'animal tests' on a 0.2mm flea

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Products by Ecover, which the company says are not tested on animals, carry the prized Vegan Society mark.

They fill shelves of British supermarkets and help the Belgian-based firm achieve a £30million annual turnover.

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Not an animal?: Ecvoer is embroiled in row over with the Vegan Society over 'animal-testing' on tiny water fleas

But the Vegan Society is to refuse permission for its trademark to be used when the endorsement comes up for renewal later this month.

The move follows a tip-off that Ecover uses the water fleas - between 0.2mm and 5mm long - to test the effects of detergents on aquatic life.

According to Ecover, the microscopic crustacean - scientific name Daphnia - found in rivers, streams, lakes and ponds, isn't actually an animal.

Certainly it's not covered by EU animal-testing rules which are limited to vertebrates past a specified embryonic stage.

But the Vegan Society members consider water fleas - named for their jumping style of swimming - as "part of the animal kingdom".

Chief executive Nigel Winter said: "We have mutually agreed with Ecover to withdraw our registration because they are not meeting our criteria."

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Products by Ecover is set to be stripped of its prized Vegan Society mark

In correspondence with the Vegan Society, Ecover, which has won a string of awards for its ethical values, said it used water fleas in toxicity testing as "there are no alternative tests that will more accurately measure the impact of cleaning products on the aquatic environment."

The firm also admitted taking blood from farmed rabbits for tests.

The Vegan Society says it should come from human volunteers.

Ecover responded by saying: "Given the shortage of human blood cells, we believe this would be unethical."

The Ecover statement added: "Ecover respects the values of the Vegan Society and its members.

"Yet, as part of the company's core values, Ecover owes its customers transparency.

"Thus, our organisations have mutually decided to disagree on these points of principle and, consequently, Ecover shall no longer carry the Vegan trademark."