ASA Blocks Dairy Farm’s Environmental Advertising

The U.K. Advertising Standards Authority (ASA) upheld a
complaint arguing an advertisement for Arla Foods’ organic milk
was misleading because it included the statements “Good for the
land” and “helping support a more sustainable future.” ASA
reviewed evidence the company provided about its organic
farming methods but concluded that the dairy had failed to
substantiate its claim that organic milk production has an “overall
positive impact on the environment, taking into account its full life
cycle.” Accordingly, the agency ruled that the ad was misleading
and told Arla not to make environmental claims about their
products unless they could be substantiated.

Issue 637