THE Advertising Standards Agency (ASA) has ruled that a poster by the vegan advocacy charity Viva! linking milk to cancer is unsubstantiated, misleading and must not appear again.
The poster, displayed on buses in Bristol last September, featured an image of a cow's udder and included the claims "Some dairy industry facts we bet you don't know .... Most cows are pregnant when milking. That's why milk contains 35 hormones, including oestrogen .... some of these are linked to cancer. Milk is for babies , so let Viva! wean you off the teat!".
Two complainants, who believed the claim "milk contains 35 hormones, including oestrogen .... some of these are linked to cancer" implied that drinking cow's milk could cause cancer, challenged whether the implied claim was misleading and could be substantiated.
In response, Viva! said the claim referred to hormones that were naturally occurring in cow's milk, which increased during pregnancy and were essential for calf development. The claim did not refer to hormone treatments or artificial hormones.
They highlighted that the ad stated the hormones were "linked to" cancer, rather than that they "caused" cancer.
In making its ruling that the advert must not appear again in the form complained about the ASA concluded the claim "milk contains 35 hormones, including oestrogen .... some of these are linked to cancer" as it would be understood by consumers to mean that due to the presence of hormones, drinking cow's milk could increase a person's risk of developing cancer, had not been substantiated and was therefore misleading.
Market round-up
Lawrie & Symington Ltd sold 502 store heifers in Lanark on Tuesday to a top of 304p per kg and an average of 220p (-2.1p on the fortnight), while 632 store, beef-bred bullocks peaked at 297p and levelled at 234p (no change). Sixty-nine store, dairy-bred bullocks sold to 229p and averaged 170p (+15.9p).
Harrison & Hetherington Ltd sold 105 store heifers in Lockerbie on Tuesday to a top of 289.7p and an average of 222.9p (-10.84), while 87 store bullocks peaked at 288.8p and levelled at 243p (-8.9p).
Wallets Marts sold 342 prime hoggs in Castle Douglas on Tuesday to a top of £143 per head and 289.6p per kg to average £85.28 and 212.8p (-29.8p on the week), while eight prime lambs peaked at £124 and 287p to level at £121 and 286.3p (+6.8p).
The firm also sold 96 heavy cast ewes to a top of £132 for Suffolks and an average of £84.23, while 29 light/export-type ewes peaked at £74 for Blackfaces and levelled at £45.37.
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