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ASA Rules AHDB Carbon Claims Misleading, Missing Life-Cycle Data

5/13/2026

Summary

Story summary

The Advertising Standards Authority ruled the AHDB’s “Let’s Eat Balanced” ads misleading for carbon-footprint claims lacking full-life-cycle evidence.
The ASA said an informed consumer would expect carbon-footprint figures to include cooking and waste.
AHDB director Will Jackson said internal research showed most viewers interpreted the claims as limited to farm-to-retail production.
The regulator reminded the AHDB that environmental claims must cover the entire life cycle unless the ad states otherwise.

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Story summary

The Advertising Standards Authority ruled the AHDB’s “Let’s Eat Balanced” ads misleading for carbon-footprint claims lacking full-life-cycle evidence.
The ASA said an informed consumer would expect carbon-footprint figures to include cooking and waste.
AHDB director Will Jackson said internal research showed most viewers interpreted the claims as limited to farm-to-retail production.
The regulator reminded the AHDB that environmental claims must cover the entire life cycle unless the ad states otherwise.