The Researcher in Spotlight is a series which introduces the researchers of the Faculty of Law. We are presenting now Doctoral Researcher Venla Mathlein.
Name: Venla Mathlein
Position in the Faculty of Law: Doctoral Researcher
Degrees: Master of Laws
Fields of interest
My dissertation explores the intersection of consumer protection and animal protection. Alongside consumer protection law issues, I am interested in the legal questions surrounding the use and protection of animals, particularly the legal status of animals. After completing my dissertation, I would like to further explore constitutional law questions related to animal protection and the regulation of fundamental rights for animals. In addition to animal law research, I am also interested in the regulation of environmental claims and legal protection of large carnivores.
More generally, alongside my legal research, I am committed to advancing social justice and engaging in legal activism. Animals’ weak legal status has led to their extensive use, especially in food production. This widespread use not only causes suffering to animals but also has negative impacts on the intensifying climate crisis, biodiversity loss, zoonotic pandemic risks, and public health issues. These sustainability aspects tied to animal exploitation further highlight the importance of animal law research and the need to strengthen the legal status of animals.
Describe your career path. What led you to where you are today?
I developed an interest in legal research while writing my undergraduate thesis on the legal theory of animal rights and protection. At the time, I felt that conducting research was the most rewarding experience I had encountered in my studies.
My current dissertation topic, which focuses on the marketing of animal-based products and consumer protection, first piqued my interest in a commercial law lecture. There, I learned that according to the prohibition of misleading practices, the information provided to consumers must be accurate, clear, and not misleading. Immediately, I thought of numerous advertisements that portray animals raised in captivity—whose lives are strictly controlled—as "free." Later, I discovered that despite the prohibition against misleading claims, the authority responsible for overseeing marketing had ruled that it is permissible to call animals "happy" in advertisements without evidence to support such a claim.
This discovery sparked my interest in how legal expertise and understanding can influence issues relating to animals and the environment. I continued to investigate the marketing practices surrounding animal-based products in a commercial law specialization course. Around the same time, I began offering legal advice on questions concerning animals and nature. I also honed my collaboration and presentation skills, as well as deepened my expertise on environmental and animal issues by working in various organizations in these fields.
Throughout my studies, I explored legal trainee roles at the ministry level, within a municipality, in an environmental organization, and in the corporate world. However, legal questions concerning animals interested me the most, leading me to further explore the problematic marketing of animal-based products in my master’s thesis. After graduation, I applied to the University of Turku as a doctoral researcher, drawn by the opportunity to develop animal law research and expertise specifically at Turku.
What projects are you currently working on?
I am currently writing a dissertation on the enforcement of consumers' right to information in the marketing of animal-based products and how strengthening this right can advance the legal protection of animals. Social and legal changes regarding animal protection are closely tied to public awareness of animal treatment practices.
In the marketing of animal-based products, I have identified two tactics that undermine consumers’ ability to make informed purchasing decisions. The first tactic is welfare-focused marketing, where the welfare, protection, freedom, and respect of animals are highlighted disproportionately, given how harmful the practices in animal production actually are for the animals. This form of marketing distorts consumers' perceptions of actual animal well-being and influences their views on the need for stronger protections.
The second tactic is animal-obscuring marketing, which removes the connection to the sentient being used in the product’s creation and instead redirects consumer focus to aspects such as taste or domestic origin. However, studies show that when consumers are informed about animal treatment or even see an image of the animal used in production, their willingness to consume animal products decreases. Therefore, more transparent and truthful marketing could protect consumers’ ability to make purchasing decisions that align with their values, while simultaneously raising awareness of the issues surrounding animal use.
Have your interests changed since your studies?
My interests have largely remained consistent since my studies. However, my commitment to teaching animal law and advocating for the fundamental rights of animals has only deepened as I have gained a stronger understanding of the importance of enhancing legal protections for animals.
If you weren’t a researcher, what profession would you pursue?
In one way or another, I would apply my legal expertise to address social justice issues. Right now, I believe the best way to make an impact on the causes I care about is by developing legal insights into the intersection of consumer protection and animal protection and by promoting the inclusion of animal law in university education.
What inspires you?
I am inspired by the development of legal understanding and expertise, challenging prevailing views, studying animal law, and, of course, conducting research. Additionally, I am passionate about teaching and engaging with students.
