Let’s Eat Balanced to continue informing consumers about benefits of red meat and dairy following ASA ruling

We are pleased to confirm our Let’s Eat Balanced campaign will continue to inform consumers about the benefits of red meat and dairy as part of a healthy, balanced diet, following the conclusion of an investigation by the Advertising and Standards Authority (ASA).

Over the past 14 months, the ASA has been investigating a complaint submitted by the TV presenter Chris Packham, which initially covered four issues spanning a range of adverts, including those shown on national television.

The only part of the complaint to be upheld relates to a technical footnote in two specific print newspaper adverts. However, we maintain that all information shared with consumers in the campaign is supported by robust scientific evidence.

The two newspaper adverts compared the carbon footprint of UK beef and dairy production with the global average. These comparisons were based on highly respected scientific evidence.

The ASA concluded that because these life cycle assessments represented emissions from cradle to retail, the adverts should have specified this limitation more clearly. Environmental claims, under ASA rules, must reflect full life cycle (cradle to disposal) emissions or clearly state where data boundaries end.

Will Jackson, AHDB’s Director of Communications and Market Development, said:

"Let’s Eat Balanced is doing what it was designed to do, providing clear, factual, evidence-led information about British food, nutrition and farming standards.

“Since the investigation began, we have conducted independent consumer research which found that the majority of respondents interpreted these adverts as relating to the production phase only, from farm to retail.

“This research provides important insight into consumer understanding and supports our belief that consumers were not misled by the information we shared in these two specific adverts.”

We are a non-commercial, statutory levy board sponsored by Defra. We do not sell products, and our role is to provide trusted, factual insight to the public, policymakers and stakeholders, grounded in robust scientific evidence.

We have engaged constructively and transparently throughout this process, providing extensive scientific evidence to support our claims.

Mr Jackson added:

“We have a responsibility to provide the public and policymakers with clear, factual, independent information about British food.

"This ruling shows that the campaign’s core claims were robust and therefore upheld. AHDB stood firmly behind the evidence, and subsequently British beef, lamb and dairy production have been represented responsibly and fairly.

“We understand Chris Packham has a passion for campaigning to protect the environment, and he can be reassured by this ruling that the information we share with consumers is supported by sound science.

“The Let’s Eat Balanced campaign promotes a healthy, balanced diet with the Government’s Eatwell guide at its foundation. We are proud to be able to highlight the role lean red meat and dairy can play in complementing plant-rich foods on behalf of levy payers, many of whom are farmers.

"The campaign is about nutrition, provenance and farming standards – not environmental superiority.

"We are pleased to confirm Let’s Eat Balanced will return this autumn.”