ASA rule Red Tractor ad as 'misleading'

The Advertising Standards Authority (ASA) has ruled that a Red Tractor advertisement could mislead consumers.

The decision on the advert, which was commissioned by the Agriculture and Horticulture Development Board (AHDB) last year, came after a complaint made by Compassion in World Farming (CIWF). An ASA judgement, which was released today, said the original strapline of “pork not porkies - Red Tractor pork is high welfare pork” would mislead consumers.

According to CIWF and the ASA, the original strapline implied that Red Tractor pork was the highest welfare pork available. The intended message according to Bpex, however, was the pork was higher welfare compared to imported meat.

Spokesperson for ASA Matt Wilson explained that the ASA was there to judge whether an advert was truthful or not. He said: “We have responded to concerns raised by CIWF and the public and as an advertising regulator we have to make sure the content of ads are genuine. We thought the ad was likely to be misleading to the public and ultimately it’s about the AHDB making comparative claims clear in the future.”

It took more than nine months for the ASA to reach the outcome, which it said was heavily supported by information supplied by the AHDB.

Read the full story in Meat Trades Journal, Friday, 31 August.

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