‘Landmark ruling’ for farming as complaints over healthy eating campaign dismissed
18th August 2021
Complaints about the AHDB’s ‘We Eat Balanced’ advertising campaign have not been upheld by the Advertising Standards Authority.
The £1.5 million advertising campaign highlighted key messages around naturally-occurring vitamin B12 and how red meat and dairy production in the UK are among the most sustainable in the world.
It ran across TV, print and social media early this year and was reached up to 18.5 million people, but attracted 487 complaints.
Complainants included the Humane League UK, The Vegan Society, Compassion in World Farming UK, Four Paws, Peta and Viva!
The complaints argued that the adverts were misleading as they implied consumption of meat and dairy are required for a healthy, balanced diet; that meat and dairy are required to obtain vitamin B12; and that livestock used for meat in the UK are typically outdoor grazed and have a minimal environmental impact.
The ASA, however, concluded that the adverts were not misleading in these areas and did not breach rules.
AHDB’s chief communications and market development officer Christine Watts said: “We are delighted with the ASA’s ruling and are grateful for the careful consideration they gave to all the points which were raised.
“For British farming this is an important day as we can continue to communicate the benefits around consuming red meat and dairy as part of a balanced diet. We work hard to ensure our campaigns are robust and evidence-based.
“We are now focused on preparing for the next stage of our campaign, which will launch later this year, tapping into consumer trends around diet, health and environmental sustainability.”
