The following is an excerpt from Jamie Robertson | June 7, 2017 | BBC.com |
Buy a pack of organic milk and generally you feel you have done the world and the environment a service - albeit a small, litre-sized one.
After all, you think, a happy cow in a grassy field is probably a good thing, environmentally speaking.
Which is probably why Arla decided to say its organic milk was "good for the land" and "a more sustainable future".
But the Advertising Standards Authority (ASA) said the claim was "misleading" and has banned the ad.
Arla placed its ad in a local paper in November last year and someone, known simply as "the complainant", reported it to the ASA.
Arla Foods is no small-scale outfit. It is a massive European milk co-operative ranked as the fourth-largest milk producer in the world.
It owns the Anchor and Cravendale brands and has a long history, with roots in the UK's Express Dairies and the Swedish and Dutch dairy industry. It now has annual revenues of 9.6bn euros (£8.4bn).
It duly gave its evidence to the ASA and explained one of the key principles of organic farming was good treatment of the land and that sustainability was at the heart of organic farming.
The impact on the environment, it said, was considered in every step of the production process.
Quite so, replied the ASA, but that's not the same as "good for the land".
This is what the ASA said: "We did not consider [Arla] had substantiated that organic milk production had an overall positive impact on the environment, taking into account its full life-cycle."
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