UK attempts to tackle misleading nature imagery on meat products
UK
Jun 12, 2024
The Advertising Standards Authority (ASA) has issued a new guidance to ensure that environmental claims in meat, dairy, and plant-based food ads align with regulatory standards.
This follows the trend where meat producers use imagery of grasslands and natural circumstances to convince the consumer of a high standard of animal wellfare. The ASA warns against these misleading ‘green’ or ‘natural’ imagery and urges advertisers to accurately depict farming practices. Claims like “organic” or “regenerative farming” must be substantiated to prevent consumer deception. Moreover, claims suggesting environmental benefits, such as “good for the planet,” must be supported by evidence.
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