The UK’s advertising watchdog, the Advertising Standards Authority, has upheld a complaint against organic and kosher dairy HaLove.
The complaint contested claims made on HaLove’s website, which expounded the benefits of organic milk.
Go deeper with GlobalData
HaLove had claimed the milk it produces is “healthier than standard milk” and emphasised organically reared cows are not given “hormonal drugs” or “artificial hormones”. HaLove also suggested organic certification means the milk produced is free from “nasty pesticides, antibiotics, genetically modified grains or milk producing female hormones fed to the cows”.
The ASA ruled HaLove had failed to provide enough evidence to support a number of its claims, while unfavourable comparisons to conventional dairying frequently referred to outdated practices. HaLove has been ordered to remove such claims from its website.
The ruling has brought into the spotlight a number of claims associated with the organic movement. At a time when consumer spending is coming under pressure, if organic food makers are unable to communicate benefits that are often associated with organic production it could become harder to convince consumers that it is worth paying a premium for organic products.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalData
