Animals and farming

Helpful information on the advertising rules for activities, products and services relating to animals or farming.

We know that the public are very passionate about animal welfare. Advertisers must ensure they prepare any ads involving, or depicting, animals in an appropriate way under our harm and offence rules. They must also be careful not to over-exaggerate and mislead consumers when it comes to advertising organic foods or referring to animal testing in ads.

Advertisers shouldn’t claim that animals raised organically are better provided for than they are. Absolute statements regarding animal welfare or any claims regarding farming methods must be backed up by documentary evidence which should be available on request.

When it comes to making claims about “organic” foods or ingredients, it is important advertisers are aware of the legislation that underpins the ad rules in this area as there is an EU law that sets the minimum standards for these types of claims. Foods can’t be referred to as “organic” or “made with organic ingredients” unless they meet these standards and, furthermore, come from farmers, processors or importers who are registered with an approved certification body and are subject to regular inspections.

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Latest rulings

Vegan Friendly UK
- Upheld in part
- Television
- 08 June 2022
A TV ad for Vegan Friendly UK was likely to cause distress to both younger and adult audiences and therefore was not suitable for broadcast on TV regardless of scheduling restrictions.
LeMieux Ltd
- Upheld
- Internet (website content)
- 27 April 2022
A website ad for a food supplement for female horses, which included an offensive gender stereotype, was banned for being likely to cause serious offence.
Agriculture and Horticulture Development Board t/a AHDB
- Not upheld
- Social media (paid ad), Television, VOD
- 18 August 2021
We did not uphold complaints regarding ads encouraging meat consumption.

View all rulings

Animals and farming

Helpful information on the advertising rules for activities, products and services relating to animals or farming.

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