Veganism and manufacturing: Advertising pitfalls
With Veganuary growing in popularity, it is expected that many businesses will be pushing their vegan products throughout the month. It’s vital to consider the common pitfalls that businesses should avoid, which we’ve seen many times in recent examples from companies and charities whose adverts have been banned by the Advertising Standards Authority (ASA).
As a starter for ten, manufacturers should take care when using comparisons - these should not mislead consumers. Alongside this, it’s best to avoid making generic claims about the health benefits of food products.
Amidst the ASA cracking down on greenwashing, be prepared to provide robust environment evidence in support of any environmental claims. Also, be clear if food is suitable for vegans and highlight any allergy risks. For example, while vegans can eat products made in a factory that also handles dairy/eggs, someone with a severe allergy cannot.
As a final point, animal farming is a sensitive subject for many, so do consider whether any advert could cause distress.
Campaigns that fell foul of the advertising rules
(2022) Vegan Friendly UK advert was banned as it was “likely to cause distress to both younger and adult audiences”.
(2022) Oatly adverts were banned over misleading environmental claims when comparing Oatly with milk.
(2020) Burger King’s advertising of its burger as “plant-based” was deemed misleading because it wasn’t suitable for vegans or vegetarians.
(2018) – Charity Viva! advert that claimed 90% of pigs are factory farmed and never get to see the outside world before being slaughtered was banned for being misleading as consumers would interpret the advert to mean 90% of pigs in the UK were intensively or factory farmed which could not be substantiated.
Related expertise
You may be interested in...
Legal Update
Turtles, treaties, and takeaways: Navigating supply chain issues for sustainable packaging
Legal Update
Breaking the glass ceiling: Empowering female leadership in the food and drink sector
Legal Update - Food and drink regulatory update
Food for Thought: Food and drink regulatory update: Autumn 2024
Legal Update
The future of food waste management in the UK: A guide for businesses
Legal Update
Navigating new advertising restrictions on junk food
Legal Update
Barking up the right tree: UK is European first to allow cultured ‘meat’ for pets
Legal Update
Labour's recipe for reform: The future of food and drink regulation in the UK
Press Release
Leading the conversation on DEI in the food & drink industry: celebrating the contribution of women
Legal Update
Bottling success: Regulatory reforms for Wine Regulations in 2024
Legal Update
Label with care: The updated rules for marketing ‘No and Low Alcohol Drinks’
Legal Update
Upcoming reforms to the Novel Food regulations
Legal Update
Key messages from the manifestos: What will the General Election mean for the food and drink sector?
Legal Update - Food and drink regulatory update
Food for Thought: Food and drink regulatory update - Summer 2024
Press Release
Browne Jacobson advises Strong Roots on their acquisition by McCain Foods
Legal Update - Food and drink regulatory update
Food for Thought: Food and drink regulatory update: Spring 2024
Legal Update
Forest Risk Commodities regulations: Steps food businesses should take
Legal Update
Artificial intelligence – shaping a sustainable future
Legal Update
Veganism and manufacturing: M&A trends
Legal Update
Veganism and manufacturing: Supply chain issues
Legal Update
Veganism and manufacturing: IP protection
Legal Update
Veganism and manufacturing: Advertising pitfalls
Legal Update
Veganism and manufacturing: Protected characteristics from discrimination in employment law
Legal Update
Veganism and manufacturing: Plant based diets, environmental sustainability and the future of farming sustainability
Legal Update
Browne Jacobson and FDF: Leading conversations on diversity and inclusion
Press Release
Nearly two-fifths of UK adults are discouraged from purchasing plant-based products due to cost, according to new report
Press Release
One in five UK adults have confused plant-based products with real animal products, according to new report
Legal Update - Food and drink regulatory update
Food for Thought: Food and drink regulatory update: Autumn 2023
Legal Update - Food and drink regulatory update
Food for Thought: Food and drink regulatory update: Summer 2023
Opinion
New bill reaches tipping point: bill on allocation of tips at final stages
Press Release
Browne Jacobson advise on merger of leading UK frozen food wholesalers Hopwells and Windsor Foodservice
Press Release
Browne Jacobson’s North-West banking specialists advise ThinCats on £10m facility to arcade bar operator NQ64
Opinion
Practical points from High Court ruling that Tesco has infringed Lidl’s IP rights in its famous yellow circle logo
Press Release
Browne Jacobson act on the sale of UK’s largest tech enabled confectionery distributor and wholesaler IBG
Press Release
Law firm Browne Jacobson appointed to work alongside the Government Legal Department - the Department for Environment, Food & Rural Affairs
Opinion
Cameras in convenience stores: a potential hornet’s nest..?
Opinion
Compliance - small businesses and new regulation
The Federation of Small Businesses (FSB) has released a report setting out the impact of new and changing regulations arising from the pandemic on small businesses across the UK.
Legal Update
The Omnibus Directive is almost here
Opinion
Covid-19 rent arrears – the questions that remain
The Government appears set to announce plans on ‘living with Covid to restore freedom’. With the success of the retail and hospitality sector key to recovery, what protections will be on offer to tenants to deal with Covid-19 rent arrears?
Legal Update
New year, new Brexit transport rules
From 1st January, new import rules come into effect, with potential for significant delay, disruption and cost for importers and exporters.
Opinion
Dealing with Covid Rent Arrears – an overview but no specifics
Following on from our recent article on the release of the updated Code of Practice for dealing with commercial rent arrears that have accrued throughout the pandemic, we continue to highlight what the overall principles seek to ensure - fairness and proportionality for both landlords and tenants across each step of the arbitration process.