Advertising watchdog upholds BPEX protest

The Advertising Standards Authority has upheld a complaint made by the British Pig Executive (BPEX) over an advertisement by the Vion Group, owners of Key Country Foods.

The advertisement in the Grocer, said Vion "only used meat from healthy animals treated according to the latest animal welfare regulations and therefore ensuring the highest quality along the entire supply chain."

The ASA has ruled that the advertisement was untruthful and told Vion to make it clear in future that they treated animals according to the regulations in the country in which each animal was reared.

Robert Smith from Vion said that the company had complied fully with the ASA and noted the guidance within the adjudication. "Vion is disappointed with the outcome of the ASA adjudication on an ad that was part of an international campaign which was a generic meat ad."

He added: "At the same time Vion would like to point out that it has invested significantly in pig welfare in the UK. Quality lines are audited by independent UK audit companies."

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