Blow for organic food advertising
Organic food campaigners the Soil Association have received a blow to their advertising after two complaints were upheld by the Advertising Standards Authority (ASA).
It has been forced to withdraw claims that organic food is “healthy” and “more humane to animals”, after the Advertising Standards Authority (ASA) upheld two complaints that there was no scientific proof to back them.
The UK body is responsible for certifying foods and farmers as organic and published a leaflet last year in which would-be members were told: “Organic farming produces healthy food with a more environmentally friendly approach that is more humane to animals.”
Although the ASA has ruled the adverts must be changed, the association has since told the BBC it still thinks organic feed is better for personal health, and that no other system of farming has higher standards of animal welfare.
It says it recently submitted new evidence, which will substantiate claims that organic produce has higher amounts of beneficial minerals and vitamins than any other food.
The organic food industry has grown tenfold over the last decade, thought to be due to concern over animal welfare and the perceived health benefits of organic produce. A recent study on rats supported consumer perception. Those fed on organic fruit and vegetables were slimmer, slept better and had stronger immune systems.
