Statement from the Advertising Standards Authority (ASA):
"The ASA considered that consumers would interpret the claim “good for the land … helping to support a more sustainable future” to mean that the production of the advertised organic farm milk was undertaken in such a way that it would have an overall positive impact on the environment, taking into account its full life cycle. We acknowledged that Arla had provided evidence regarding the organic farming methods used and that they believed this was more sustainable than non-organic farming. However, we did not consider they had substantiated that organic milk production had an overall positive impact on the environment, taking into account its full life cycle. We therefore concluded that the claim was misleading."
NFU Dairy Board Chairman, Michael Oakes has questioned the ruling, particularly in light of the complaint made by the NFU about Vegan World adverts which claimed that 'humane milk is a myth'.
"We are disappointed by the ASA's ruling, especially when, in the past the ASA has not taken forward our complaints about anti-farming adverts."
"It's been a long-held belief that that organic farming does hold benefits. For Arla to have to pull the ad is not good for them, and not good for the sector."
"We are frustrated with how the ASA works, and we'd be really interested to learn how they reach these decisions."
The NFU understands that the ASA is formally investigating complaints made about the Vegan World adverts on the grounds of them bering misleading and will seek to further dialogue with the ASA at the earliest opportunity.