From Ted with permission from Jack Cooper
here is a quick snap shot of what will happen when the bogus claims
finally come back and take a big old chunk out of your backside:
Best,
Ted
The following information was taken from
the following United Kingdom Advertising
Standards Authority www site:
http://www.asa.org.uk/index.htm
and
http://www.asa.org.uk/adj/adj_4778.htm
A BBC May 10 News Report on the ASA
decision is posted at the following www site:
http://news.bbc.co.uk/hi/english/business/newsid_742000/742921.stm
Thanks to Philip Stott's ProBiotech WWW site
http://ourworld.compuserve.com/homepages/stott2/
for alerting FIEN to this information.
Jack Cooper on May 11 at 01:20 am
May 2000 ASA Decision
Tesco plc
Tesco House
Delamare Road
Cheshunt
Waltham Cross
Hertfordshire
EN8 9SL
Media: Brochure
Sector: Food and drink
Complaints upheld in last 12 reports: 1
Complaint from: Hertfordshire
Complaint: Objection to a brochure for the advertisers* organic food
range. The
front page was headlined *Organic. As natural as nature intended* and
showed a
pair of cupped hands holding grain from a sack of wheat and a logo that
stated
*Soil Association. Organic Standard*. Inside, the brochure claimed *Just
what
does organic mean? The vital difference is that organic crops are only
produced
by natural, traditional farming methods. It*s the environmentally friendly
alternative to chemicals, fertilisers and pesticides that can damage the
soil
and kill off nature*s own nutrients * Does organic food cost more?
Organic
farming is a lengthy process to set up and production is more expensive,
so the
price may be a little higher. Our organic range. Fresh Fruit and
Vegetables *
As they*re naturally grown, you*ll notice a difference in taste and
texture*.
The complainant, who believed that the Soil Association Organic
Standard
allowed certain chemicals to be used and that organic foods cost, on
average,
40% more than conventional food, challenged:
1. the implication that organic farming did not use chemicals;
2. whether the advertisers could substantiate that the price of organic
food
was only a *little higher* than that of conventional food; and
3. the claim that consumers will notice a difference in the taste and
texture
of organic fruit and vegetables.
(Ed 9: 3.1 , 6.1 , 7.1 )
Adjudication:
1. Complaint upheld
The advertisers denied that they had implied that no chemicals were
used in
organic farming; they believed that the advertisement claimed merely that
organic farming used only those chemicals, fertilisers and pesticides that
would not *damage the soil and kill off nature*s own nutrients*. They
submitted
a section from the Soil Association manual that noted that all food
production
disrupted the natural environment but outlined how organic farming
minimised
that disruption. The Authority noted the contents of a Ministry of
Agriculture
Fisheries and Foods (MAFF) document, based on EU Regulation 2092/91,
that set
out the chemicals allowed in organic productions, which included slag,
crude
potassium salt, elemental sulphur and insecticides, such as Derris dust.
The
Authority considered that most readers would understand these
substances to be
*chemicals*, *fertilisers* or *pesticides*. It acknowledged that one
sentence
in the leaflet claimed merely that chemicals, fertilisers and pesticides that
could damage the soil and harm nature*s nutrients were not used in
organic
farming. The Authority nevertheless considered that the leaflet, which
claimed
*as natural as nature intended * only produced by natural, traditional
farming
methods. It*s the environmentally friendly alternative * * implied that no
chemicals, fertilisers or pesticides were used in the production of
organic
food. Because they were, the Authority considered the leaflet was
misleading
and asked the advertisers to amend it.
2. Complaint upheld
The advertisers reasserted the claim that organic prices were only a little
higher. They sent a list of their prices for fruit and vegetables for two
days
in November and December 1999. They pointed out that the organic
products were
sometimes cheaper than their conventional products, otherwise they
were
slightly more expensive. The advertisers sent a statement from the Soil
Association that explained why the organic production of food was
necessarily
more expensive than conventional production. The Authority noted that
although,
some were cheaper than conventional products, most organic products
were
significantly more expensive. The Authority noted the results of recent
research by the University of West England*s Economics Department into
the
price of organic produce; it had found that a basket of organic foods
cost on
average significantly more than did a basket of conventionally produced
goods.
The Authority considered that the claim *the price may be a little higher*
exaggerated the difference in price between organic and conventional
food and
asked the advertisers to remove the claim.
3. Complaint upheld
The advertisers said that, although not always borne out by blind trials,
their
shopper surveys confirmed that a difference in taste existed. The
Authority
considered that the claim *you*ll notice a difference in taste and texture*
went beyond puffery and recommended that, unless they could provide
convincing
evidence that consumers noticed a difference, the advertisers should
not repeat
the claim.
end
*****************************
The above information was sent to you by:
Jack L. Cooper
Food Industry Environmental Network (FIEN)
33 Falling Creek Court; Silver Spring, Maryland 20904
Phone: 301/384-8287 --- Fax: 301/384-8340
E-Mail: JLC@fien.com
FIEN issues by e-mail, "Food Environmental
Daily and Weekly" newsletters and provides
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and related topics of interest to companies,
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professional societies, educational institutions,
government officials, and others with an
interest in the food and agricultural industries.
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