May 10/00 / BBC / By consumer affairs correspondent Karen Bowerman
Two leading supermarkets have been criticised for misleading consumers over food safety in leaflets promoting their own organic and GM-free food.
The Advertising Standards Authority (ASA) has said Iceland played on
customers' fear of genetically-modified (GM) food in a brochure promoting
its own GM-free products.
And it attacked Tesco for exaggerating the advantages of organic food, in a
brochure promoting its own organic range.
Both stores have stopped distributing the leaflets and Tesco has apologised,
although Iceland is challenging the ruling.
Iceland was the first supermarket to ban genetically-modified ingredients
from its own brand products.
The move, in 1998, prompted other stores to follow suit.
But now the chain has been criticised for making misleading and
unsubstantiated claims about GM food, and for playing on peoples' fears
about the health risks associated with it.
Plant virus
The leaflet in question was one which promoted its own GM-free products.
The advertising watchdog honed in on several points made under headings such
as Is genetic modification safe? and What are the risks?
The leaflet, referring to GM soya, said some was modified with material from
a virus - without making it clear that it was talking about a plant virus
harmless to humans.
It also warned about another type of GM soya which it said had to be
withdrawn after it was found to cause a reaction in people allergic to nuts.
The store failed to mention that the tests carried out were not done on
humans.
They were actually carried out on blood serum.
Iceland, however, says the leaflet was not even an advert, and should never
have come under the ASA's ruling.
The ASA disagrees, saying the brochure begins with a letter from Iceland,
which includes lines promoting its own GM-free products. It says it stands
by its ruling.
The UK's leading supermarket Tesco came under attack for a leaflet it
produced on its own organic food.
The literature was criticised for misleading consumers by implying organic
farming did not involve chemicals when it sometimes does, for saying organic
food tastes nicer than conventional food without providing 'convincing
evidence' to prove it and for implying organic products cost only a "little"
bit more.
Tesco has apologised for its leaflet, which has since been withdrawn. It
says it was designed to educate customers, not mislead them. The company
declined to be interviewed by the BBC.
(posted without permission)
