- The controversy over genetically modified foods continues to rage this week as the Advertising Standards Authority criticised an ad campaign by US-GM company Monsanto for being both wrong and misleading.
The ASA has provisionally upheld six out of 13 complaints in a campaign created by Bartle Bogle Hegarty that ran from June through to September last year.
The ASA criticises Monsanto for passing its opinion off as accepted fact and suggesting that GM potatoes and tomatoes have been approved for sale in Britain.
One ad claimed the genetic engineering of crops was "a step on" from traditional methods.
According to the ASA, Monsanto should have expressed the claim as its own opinion rather than as scientific fact.
Claims that GM potatoes and tomatoes had been tested and passed for sale in the UK were "wrongly suggested" and "misleading".