May 10, 2000 / The Journal
Claims by two leading supermarkets that organic food tastes better and that mistakes in GM food technology may have caused deaths in the US were today branded as "misleading" and "unsubstantiated" by the advertising industry watchdog.
The Advertising Standards Authority upheld complaints against a Tesco
brochure promoting its organic range and a leaflet about GM foods produced
by Iceland.
But today Iceland said it would be contesting the authority's decision.
The ASA took issue with several claims in the company's leaflet which it
deemed as "misleading and exaggerated".
It said there was no conclusive proof that genetically-engineered bacteria
in a
food supplement had caused the 37 deaths in America and criticised Iceland
for making claims that would "appeal unacceptably" to "the fear of readers
anxious about the risks of genetic modification".
But Iceland managing director Russell Ford said: "Our stance on genetically
modified food is well known and we are deeply disappointed with the ASA's
decision.
"Our leaflet was designed to raise awareness about the issue surrounding
GM food and give our customers valid information to allow them to form their
own opinions - it is not an advertisement.
"We are determined to continue our campaign for safe and more natural food
and if this means producing more information along the lines of our GM
leaflet, we will not hesitate in doing so."
The authority criticised Tesco's leaflet for implying that organic farming
was
chemical-free when in fact certain products are permitted by the Soil
Association Organic Standard.
It also viewed the Tesco claim that the price of organic products "may be a
little higher" as "exaggerating" the difference in price.
Tesco claimed surveys of shoppers confirmed that a difference existed in
taste and texture between organic and conventional food, but this was also
dismissed by the ASA.
An ASA spokesman said: "We considered the claim 'You'll notice a difference
in taste and texture' went beyond puffery and recommended that, unless Tesco
could provide convincing evidence that consumers noticed a
difference, they do not repeat the claim."
(posted without permission)
