The Advertising Standards Authority (ASA) has announced that it will be starting proactive enquiries into the use of environmental claims in food advertisements.
ASA said it would begin enquiries into sectors and issues that are likely to have the biggest roles in terms of the UK’s delivery of legally binding environmental targets.
One of the identified areas was the advertising of meat, dairy and plant-based alternative food and drink products.
ASA carried out consumer research in 2023, reporting in its results that there were specific areas and issues which would “benefit from further dialogue and consideration in the coming months”, but said that in general, there was “not a widespread need” for enforcement action to bring claims into compliance with the ad rules.
“Good for the planet”
Looking at the findings of its research, ASA found that claims like “good for the planet” were usually taken at face value and were less likely to be challenged by the research participants.
However, ASA said that during interviews, there were some that expressed that such claims were so general and/or absolute, that they were unlikely to be verifiable – with some participants concerned that these claims could be a brand’s way of making stronger implicit claims without providing any evidence.
Visual imagery
ASA said that the use of certain terminology or visual imagery in advertising contexts could associate certain claims, “imbuing a series of implied attributes into the product or brand that hadn’t been explicitly claimed.” For example, it said the word “natural” could lead consumers to assume that a product was certified organic.
Plant-based or vegan?
Research participants reportedly felt the use of terminology like “plant-based” or “vegan” was assumed to be accurate. This was because it was viewed as clear and verifiable, and consumers would know quickly whether the labelling was wrong.
Healthy eating
The review found that primary drivers of dietary preferences and food purchasing decisions included nutritional perception and healthy eating, more so than the environmental impact of food. This was a secondary driver of purchase for the majority, and ASA said it was often used as post-rationalism for choices rather than a catalyst.
“Vilifying” lifestyle choices
It was reported that participants felt claims made in adverts comparing the environmental impacts of meat and plant-based products “effectively cancelled each other out”.
Some participants felt that these adverts could feel “preachy”, while claims were perceived to “vilify” lifestyle choices like eating meat, risking total disengagement from some participants.
Next steps
ASA said it would take these key recommendations into 2024:
- Maintain continued engagement with the Competition & Markets Authority (CMA), Defra and industry stakeholders on findings.
- Propose additional monitoring and follow-up engagement from July 2024 to address instances of clear-cut breaches of established positions already set down in existing ASA Rulings and Guidance.
- Continue to monitor for potential misleading ‘green’ imagery issues in 2024.
- Engage with industry and other partners on the issue of regenerative farming and thereafter produce guidance to assist businesses to make claims that are more likely to be compliant with the advertising rules.
- Continue to work with Defra and the Institute of Grocery Distribution (IGD) to keep Government informed in preparation for consultation on a food eco-labelling scheme.
