The campaign was aimed at getting consumers to check hygiene standards before choosing where to eat out.
EBLEX (an organisation for beef and lamb levy payers in England), the National Sheep Association and one other unnamed complainant contacted the ASA claiming that the FSA’s campaign associated lamb with poor food hygiene and was misleading.
The ad, which uses an image of a lamb dish in a urinal, carries copy which reads: ‘Where are you really eating out?’ You can see it on the campaign page.
However, the ASA thought that it was unlikely the advertisement would mislead consumers about the safety of eating lamb and doubted they would see it as a comment about the meat used, rather than the hygiene issues highlighted.
The ASA added that the advertisement focused on the standards of hygiene of ‘where’ consumers would be eating, rather than what they would be eating and noted that the image of the lamb cutlets was ‘incidental’ and used to show high quality food in an environment usually associated with poor hygiene. As a result, they concluded that there were no grounds for further action.
Source: FSA
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