Adverts encouraging consumers to buy British beef and milk have been banned after a complaint by Chris Packham, who argued they were misleading. The Agriculture and Horticulture Development Board's 'Let's Eat Balanced' campaign claimed that British produce had a lower carbon footprint than that of other countries, but the Advertising Standards Agency upheld the complaint following a 14-month investigation.
Advert Details
One national advert featured a young, smiling, blonde-haired girl holding a glass of milk with a milk moustache, set against a sunlit field. White text in capital letters read: 'Good from grass to glass.' Smaller text claimed: 'British milk not only tastes good, but is also produced to world-class standards, and has a carbon footprint a third lower than the global average.'
A second advert showed a wide-eyed black woman holding a plate of beef cuts on a pile of salad, with a piece of meat on a fork near her open mouth. The headline 'Great Britain, great beef' was accompanied by text stating: 'British beef not only tastes great, but has a carbon footprint that's half the global average.'
ASA Ruling
The ASA banned both adverts, seen between September 2024 and February 2025, ruling that the carbon footprint claims could not be substantiated as they were not based on the full lifecycle of the products. However, a complaint that an Instagram post and website page implied cows were typically outdoor grazed was not upheld. The ASA also dismissed a complaint that the ads omitted the full environmental impact of British meat and dairy.
Packham's Response
Chris Packham, 65, stated: 'The science is unambiguous. We are in a climate and nature crisis... The meat and dairy industry is a very significant contributor to climate breakdown... The AHDB campaigns were reckless, irresponsible and dangerous.' His legal representative, Ricardo Gama, called the adverts a 'clear-cut case of greenwashing' and said the ruling was important to ensure environmental claims reflect the full picture.
AHDB's Position
The AHDB, a quango under the Department for Environment, Food and Rural Affairs, argued that its approach was balanced and evidence-based. Will Jackson, director of communications and market development, said: 'AHDB stood firmly behind the evidence... British beef, lamb and dairy production have been represented responsibly and fairly.' He added that the 'Let's Eat Balanced' campaign would return in the autumn, focusing on nutrition, provenance, and farming standards rather than environmental superiority.
The ASA noted that the AHDB did not intend to speak in absolute terms and acknowledged that all food production has an environmental impact. The campaign's core claims were deemed robust by the AHDB, but the ASA found the carbon footprint comparisons misleading due to insufficient lifecycle analysis.
