Meatless meals agency’s adverts that claimed plant-based weight loss program makes you stronger get banned by watchdog

  • A marketing campaign on social media run by Meatless Farm Firm has been banned
  • Adverts claimed a plant-based weight loss program makes you mentally and bodily stronger
  • It cited circumstances of a nurse and a fireman, whose lives had been apparently reworked
  • ASA stated the adverts broke its guidelines and requested Meatless Farm to not use them










Adverts claiming {that a} plant-based weight loss program makes you mentally and bodily stronger have been banned.

The Meatless Farm Firm ran the promotional marketing campaign on social media in October claiming its merchandise would ‘unleash your beast inside’.

It cited the circumstances of a 40-year-old nurse and a 52-year-old fireman as two clients whose lives had been apparently reworked.

However the Agriculture and Horticulture Improvement Board, a quango which solutions to the Division of the Setting, made a criticism to the Promoting Requirements Authority on the grounds that the adverts didn’t adjust to business codes. 

The Meatless Farm Company's promotional campaign on social media, which claimed its products would 'unleash your beast within', has been banned

The Meatless Farm Firm’s promotional marketing campaign on social media, which claimed its merchandise would ‘unleash your beast inside’, has been banned

The board argued that the kind of claims made by the Meatless Farm Firm ought to have been supported by scientific proof or have been accredited by a well being charity or a nationwide medical or dietary organisation.

After reviewing the criticism, the ASA agreed that the adverts broke its guidelines and requested Meatless Farm to not use them and take away any in circulation.

Two Fb advertisements for Meatless Farm merchandise contained the declare: ‘Stronger, each mentally and bodily he places his good well being right down to his plant-based weight loss program.’

The promotion added: ‘Going plant-based has helped nurse Anne increase her power and enhance her psychological and bodily well being. 

‘It’s not a secret {that a} plant-based weight loss program has a optimistic affect in your wellbeing.’ 

The ASA stated its rules ‘state that claims which check with the overall advantages of a nutrient or meals for total good well being or health-related well-being (‘normal’ well being claims) are solely acceptable if accompanied by a related authorised well being declare’.

Earlier this year, the ASA contacted Oatly over a campaign that claimed 'global livestock emit more greenhouse gas emissions than all transport'. Oatly subsequently corrected the claim

Earlier this yr, the ASA contacted Oatly over a marketing campaign that claimed ‘world livestock emit extra greenhouse fuel emissions than all transport’. Oatly subsequently corrected the declare

Earlier this yr, the event board contacted oat milk maker Oatly over a marketing campaign that claimed ‘world livestock emit extra greenhouse fuel emissions than all transport mixed’. Oatly subsequently corrected the declare.

Phil Maiden, media chief for the board, stated: ‘Promoting guidelines are there to make sure equity and transparency for shoppers, during which AHDB takes an infinite quantity of effort and time to make sure compliance.’

The board itself confronted a barrage of 487 complaints when it ran an advert marketing campaign in favour of meat and dairy in January. 

Calling on shoppers to ‘eat balanced’, the adverts stated: ‘Purple meat and dairy are a supply of B12 and protein. B12 helps scale back tiredness and fatigue. 

‘Protein contributes to the upkeep of regular bones.’ 

The ASA didn’t uphold the complaints.

Tim Bonner of the Countryside Alliance stated: ‘The selection to go plant-based is a private one, however the corporations selling it have to play by the foundations and be sincere about their product. 

‘Fictional advantages appear to be a typical theme in advertising meat substitutes.’

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