I don't know anything about this, but I don't think a microchip or a brand is going to stop any horse from being sent to slaughter. A brand might be more likely, since it is more visible, but it will still not keep a horse from being sold to slaughter. A microchip can be easily overlooked or hidden.
Well, that's kind of silly, unless your horse is stolen. What if a horse with one of these microchips is sold? After you sell the horse you no longer have a say in what happens to it. What if the new owner can't care for it and sells it to a kill buyer? The original owner put the microchip in, and so since the original owner sold the horse the microchip "no kill" thing is no longer applicable. Horses change hands often, and often those new owners might not agree with the no kill chip - so what, they'll have to bring the horse in to get it surgically taken out?
Same with the brand. Sure you don't want your horse killed. But then you sell it and have NO say any longer. And then the new owner sells it, and then it's sold again to a kill buyer and sent to slaughter. Sure it has a no kill brand but wouldn't that not even be applicable any longer if the person who branded the horse sold it? Seems like it would cause a lot of confusion to me.
Even if the horse WAS stolen and sold to a kill pen - the person could easily just say oh yep, owner couldn't take care if it and sold it.
And like the above poster said... What's the plan for the no-kill horse who isn't wanted? We already have way too many horses out there.
Are you agreeing to provide transport and a home for any horse you microchip? Otherwise,where does the horse go. I bet kill plants ignore them because doing something with the horse causes them to lose money.
Last time I heard, 99% of slaughter plants were not equipped with chip readers. For one thing there are too many different chips out there to make it financially feasible. As for the brand, if someone doesn't agree with it, they can just brand right over it and cover up the no kill brand, and once the horse is sold they have the right to do it. So, IMO, waste of time and $$$. The only sure fire way to keep your horse out of a slaughter plant is to never sell another horse. Not realistic.