Thursday, 16 September 2021 09:30

Failed legal action

Written by Milking It

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UK vegan and animal rights groups have failed in a bid to ban an advertising campaign promoting meat and dairy consumption as part of a balanced diet in Britain.

The £1.5m "We Eat Balanced" campaign launched earlier this year by the UK Agriculture and Horticulture Development Board promoted eating meat and dairy as part of a "varied and balanced diet alongside a healthy lifestyle".

It included TV, online and newspaper ads, YouTube videos and a Facebook ad. Ads in the campaign stated that red meat and dairy are a source of B12 and protein.

Britain's Advertising Standards Authority received 487 complaints from mostly vegan and animal rights groups who claimed the adverts implied that dairy and meat consumption was required for a healthy, balanced diet.

It rightly found that none of the ads were misleading and therefore the complaints were not upheld.

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