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

Agriculture and Horticulture Development Board t/a AHDB
- Upheld in Part
- National newspaper (paid ad), Website (own site), Television, Social media (own site)
- 13 May 2026
Two national press ads made claims about the carbon footprints of beef and milk that weren’t supported with full life cycle evidence. Two other issues were investigated in relation to TV ads, an Instagram post, and a website page but they didn’t break the rules.
Assured Food Standards t/a Red Tractor
- Upheld
- Television
- 15 October 2025
A TV ad for Assured Food Standard’s Red Tractor Scheme failed to make clear exactly which standards it was referring to, or the degree to which those standards were being met when using the claim “farmed with care” in conjunction with “all our standards are met.”

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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