Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Definition
The National Farmers' Retail & Markets Association (FARMA) has a set of criteria that it applies to farmers’ markets. However it is not mandatory for markets to sign up to FARMA’s criteria for them to describe themselves as farmers’ markets.
Interpretation
When assessing the claim the ASA considered that readers were likely to understand the term to refer to a market that was run by farmers selling their produce direct to the public. The ASA reasoned that most readers were unlikely to be aware of the FARMA criteria for the term “farmers’ market” and would therefore not expect a farmers’ market to adhere to those criteria (Eurostar Group, 20 February 2008).
On that basis we would expect that, if a market is made up of stalls run by farmers selling their produce direct to the public, the description of that market as a “farmers’ market” is unlikely to breach the Code.
Other uses
The ASA investigated the use of the term “farmers’ market” in two ads for a soup that was not made from farmers’ markets produce. The ads claimed “Heinz Farmers' Market soups are great tasting, hearty soups containing selected ingredients from the UK and other countries inspired by Farmers' Markets” and “These great tasting, hearty soups are made using selected wholesome ingredients that you would find at a Farmers' Market”.
The ASA considered the source of the ingredients used in the soups was clear. It also took into account the advertiser’s consumer research, which showed that consumers were not confused by the provenance of the ingredients used in the soups, the ads and ruled that the ads were unlikely to mislead (HJ Heinz Company Ltd, 26 March 2008).
See also "Farming methods".