NEWS: ASA attacks British beef press work

The Meat and Livestock Commission has been carpeted for an ad that claims British beef is safe to eat.

The Meat and Livestock Commission has been carpeted for an ad that

claims British beef is safe to eat.

In its July report, the Advertising Standards Authority has backed lobby

groups that complained about allegedly misleading claims in a national

press ad that ran with the copyline: ‘If you’re in two minds about

serving beef, a chance to digest the facts.’

The Food Commission and the Vegetarians International Voice for Animals

were among the groups which challenged the commission to substantiate

its claims about the risks of eating British beef and the strict

regulations governing beef production. They also accused it of

presenting claims as fact.

The ASA upheld four of the eight complaints, including one that accused

the commission of taking a quote by the Department of Health’s chief

medical officer, that ‘British beef is perfectly safe to eat’, out of


However, it threw out objections about a claim in the ad that there was

no conclusive link between ‘mad cow disease’ and its human equivalent,


Meanwhile, Camelot has survived attempts to kill off its poster campaign

publicising the good causes that are receiving money from the National


Saatchi and Saatchi produced a series of five posters showing where

lottery money is going. One featured children at the Inverness Aquadrome

with the caption: ‘Now the little monsters of Loch Ness have somewhere

to swim.’ The ASA rejected complaints that the ads implied that more

than a small proportion of the money was going to the featured projects

and that they exploited children.

At the same time, the ASA backed a complaint by Camelot about an ad

produced by McCann-Erickson Manchester for Vernons Pools that gave the

odds of winning the National Lottery jackpot as 15 million to one.

Camelot claimed the odds were less than the ad stated.

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