ASA Upholds Challenge to Ad Linking Milk Consumption to Cancer

The U.K. Advertising Standards Authority (ASA) has upheld a challenge to a bus poster sponsored by Viva, a vegan-advocacy group, that claimed the hormones in cow’s milk have been “linked to cancer.” Viva asserted that consumers interpret the words “linked to” as a phrase “commonly used to express an association between two factors when there was a potential or likely relationship but not an absolute causative relationship.” The group submitted several research papers in support of the ad claim, but ASA was unconvinced by each study, citing unrelated or overly broad subject matters as well as the inclusion of self-reported data. ASA concluded that “the claim ‘milk contains 35 hormones, including oestrogen … some of these are linked to cancer’, as it would be understood by consumers to mean that due to the presence of hormones, drinking cow’s milk could increase a person’s risk of developing cancer, had not been substantiated and was therefore misleading.”