It was announced This week, an advertisement by the Agricultural and Horticultural Development Board (AHDB), as part of their ‘We Eat Balanced’ campaign, did not mislead the public. How could this be the case? Part of the campaign included stated online advertisingt “beef, pork, lamb and dairy contain vitamin B12, an essential nutrient not found naturally in a vegan diet” – an obvious mistress.
Back in February, we debuted our campaign for the public to file complaints with the Advertising Standards Authority (ASA). Follow Independent, there were nearly 500 complaints alleging misleading advertisements and implied misinformation. All claims have been dismissed.
This is part of ‘Farming for the future’ highlight campaign unnecessary and ridiculous bailouts is promoting livestock farming in the UK, along with call on the government to put an end to these destructive bailouts and provide plant-based initiatives to help farmers transition to more compassionate and sustainable plant-based farming. We even show for example of farmers who have switched to plant-based production as well as examples of initiatives that can help support the process.
The ads say that animal farming is a “The story of a very natural food that takes rain from the sky and plants that we humans can’t eat, and turns it into something amazing” – not to mention the abhorrent conditions animals are kept in captivity and the dire plight they face in abattoirs.
The ASA said it was “Exactly factual claim that vitamin B12 is not naturally present in a vegan diet”, as we know, is far from the truth. There are natural, plant-based sources of vitamin B12, so how do they allow any complaints to be eliminated? An interesting point to note, is that the ASA mentioned the NHS website, which clearly stated that B12 is only naturally derived from animal products, which is again misleading the public. . Fortified foods are an important way to get affordable and accessible plant-based B12, but natural B12 doesn’t just occur in animals. In fact, animals are often artificially supplemented with B12 through their food – “nature”?
We are very disappointed, although the fight continues against this barbaric industry who seem to be able to push what they want. If these ads come back, we will return to the ASA immediately with the complaints and will put in place accessible ways so the public can take action too!
As always,
For animals.
