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.