Pro-Meat Ads In UK Supermarkets Prompt ASA Complaints

Campaign groups have filed complaints with the Advertising Standards Authority (ASA) regarding new government-backed ads promoting meat and dairy in UK supermarkets. The Agriculture and Horticulture Development Board (AHDB) has spent at least £4 million on the "Let’s Eat Balanced" campaign, aiming to promote beef, lamb, and dairy. The ads have faced criticism for misleading consumers on the climate and health costs of meat and dairy consumption.

Despite supermarkets like Sainsbury's, Waitrose, Co-op, Tesco, and others having policies to reach net zero emissions, they are supporting the pro-meat adverts. The ads have been accused of greenwashing and exploiting health fears to sell more meat and dairy products. Groups like Adfree Cities are calling on the ASA to ban the ads and for the government to introduce restrictions on advertising that hinders sustainable behavior change.