Advertising Standards Authority rules Red Tractor advertisement misleading

The advertisement showed pastoral imagery and various food types, accompanied by the following voiceover in rhyme: “Farmed with care, that’s the Red Tractor way. A label to trust, found on food every day. This promise is kept with our checks put in place, to care for our animals with the right food and space. Our cows have a health plan, and a personal vet, from field to store all our standards are met. When the Red Tractor’s there, your food’s farmed with care.” The advertisement concluded with an image of the Red Tractor logo, together with depictions of sausages, broccoli, flour, apples, cheese and chicken, and the words “CERTIFIED STANDARDS” and “FARMED WITH CARE”.

The ASA concluded that consumers sharing the characteristics of the notional average consumer would expect, absent any explanation, that the standards with which the advertisement claimed compliance would incorporate or reflect basic legal requirements concerning environmental protection, and that the Red Tractor scheme was sufficiently robust to deliver such standards. The ASA concluded that Red Tractor had not substantiated such claims, and that the advertisement was therefore misleading and exaggerated the benefits of Red Tractor endorsement.

Tom de la Mare KC and George Molyneaux acted for River Action UK, instructed by Leigh Day.

A copy of the ASA’s ruling is available here.