ASA Agrees on Statements to Promote Health Benefits of Organic Food

The Advertising Standards Authority in the UK has approved a range of statements that companies can use to promote the many benefits of organic food and farming. The statements acknowledge that organic food and farming is beneficial to human health, animal welfare and wildlife. They have been accepted by the ASA's Committee on Advertising Practice (CAP) for use in advertisements, in promotional leaflets and as part of on-pack sales promotions such as a prize competitions or 'buy one, get one free' offers.

Among the 22 statements approved are:

• No system of farming has higher levels of animal welfare standards than organic farms working to Soil Association standards
• No food has higher amounts of beneficial minerals, essential amino acids and vitamins than organic food
• The best method of reducing exposure to potentially harmful pesticides would be to consume organically grown food, where their use is avoided
• Eating organic food allows people to avoid hydrogenated fats completely.

The statements were cleared by the ASA following months of research by the Soil Association. In the last few years, a number of complaints have been made to the ASA about claims relating to organic food, some of which have been upheld. The relative lack of research on organic compared to non-organic farming and food over the last 50 years means there are some gaps in information, although more research is now being done. In order to clarify what can be said in relation to the health and wider benefits of organic food and farming, the Soil Association produced a dossier of existing evidence to support the claims that were subsequently approved by the ASA.

Martin Cottingham, the Soil Association's Marketing Director said, "There is strong evidence that organic food is good for health and the environment, and companies need to be confident that they can communicate these benefits to their customers, without fear of reprisal. The Soil Association hopes that the research work we have done will pave the way to a more positive relationship between the organic movement and the ASA.

"More research results are emerging all the time: just recently scientists found higher levels of Vitamin E, Vitamin A, anti-oxidants and omega 3 essential fatty acids in organic milk. We will continue to provide new information to the ASA. Most people who eat organic food are clear that there are real health benefits which we want to see reflected in due course when organic products are sold."