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

People for the Ethical Treatment of Animals (PETA) Foundation t/a PETA
- Not upheld
- Poster
- 23 August 2023
A billboard for PETA was unlikely to cause serious or widespread offence and was responsibly targeted.
A&T International Ltd t/a Bella&Toby
- Upheld
- Social media (paid ad)
- 01 March 2023
A paid-for Facebook ad, a Facebook page, and a website ad, for a pet product company misleadingly claimed that their beds reduced stress or anxiety.

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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