The Vegan Society says it feels disappointed and frustrated after the Advertising Standards Authority (ASA) ruled a series of adverts by the Agriculture and Horticulture Development Board (AHDB) were unlikely to mislead members of the public.
In a letter of acknowledgement sent to The Vegan Society, the ASA revealed it received a total of 485 complaints from individuals, organisations and businesses including The Vegan Society, Humane League UK, Compassion in World Farms UK, PETA, Four Paws and Viva!.
In its initial complaint to the ASA, sent at the beginning of February, the Society set out evidence that the AHDB campaign, entitled ‘We Eat Balanced’, sent the wrong message to those following, or considering, a healthy and balanced plant-based diet.
The ‘To B12 or Not B12’ slogan in particular presented a false narrative, implying you can only get vitamin B12 by eating animal products. However, farmed animals are routinely fed with vitamin B12 supplemented feed - the equivalent to supplementing a vegan diet. Moreover, the Society felt these adverts were in direct conflict with government messaging around health, the environment and supplementation.
Before submitting a formal complaint with the ASA, the Vegan Society reached out to AHDB directly, in the hopes of encouraging a constructive dialogue between the two organisations. However, to date the AHDB has not responded.
Further to this, the Society raised the issue of compliance with the Public Sector Equality Duty as a vegan diet is the diet of vegans. To comply with equality and human rights law, the ASA must rule against the AHDB for disregarding legal obligations to, and causing harm to, vegans. The Society made this clear in its original complaint in February. It will also make this clear in its response to the current consultation on aligning the broadcast & non-broadcast codes of practice (CAP/BCAP) definitions of ‘harm’ with ‘protected characteristics’ under the Equality Act 2010. The Society will be using its right to demand an Independent Review of this ruling, on the same basis.
Louise Davies, Head of Campaigns at The Vegan Society, said: “We are disheartened and frustrated by the ASA’s final ruling over these adverts. We still strongly believe by running these adverts the AHDB set out to purposely mislead the public at a time when a record-breaking number of people were trying veganism through the Veganuary campaign.”
“Despite the outcome we hope the huge number of complaints submitted to the ASA will encourage the ADHB and similar bodies to think twice before resorting to such scare tactics again in future.”
While the adverts are no longer running, the ASA has ruled that they did not breach their Advertising Code. No further action has been suggested by the ASA at this time.
