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Beef and milk adverts banned after Chris Packham complaint
Watchdog rules campaign misled consumers about environmental effect of products
Two adverts promoting the benefits of British beef and milk have been banned by the advertising watchdog after a complaint by Chris Packham, an environmental campaigner and television presenter.
The Advertising Standards Authority (ASA) blocked the ads, which promoted Britain’s “great” beef and “world-class” milk, because of concerns they misled consumers about the products’ carbon footprints.
The adverts presented British beef as having a “carbon footprint that’s half the global average”, while stating British milk had emissions that are a “third lower than the global average”. The ads said the figures were based on the “full lifecycle” of the produce.
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