RCC does not understand message
Bionext disputes veracity of statement
The organic branch organization Bionext does not accept the decision made by the Advertising Code Committee regarding their promotional video about organic farming. According to director Bavo van den Idsert, the advertising watchdog does not understand what hidden costs are.
The Advertising Code Committee (RCC) judged Tuesday 3 April that the statements Bionext makes about organic farming are formulated too absolutely and are insufficiently substantiated. In the animation, the trade association tries to make it clear that conventional agriculture has many hidden costs. Organic farming does not have that, it says.
'Advertising Code Commission doesn't get it'
During the reaction inform Bionext that the RCC is clearly unfamiliar with the concept of hidden costs. Director Bavo van den Idsert: "The RCC does not use the concept of hidden costs well. During the session, the magnifying glass was placed on the fact that organic farming also involves commuting. Every consumer understands that. It is about the environmental impact that consciously is kept out of the picture.
"According to the organization, consumers understand that organic farming has costs. The hidden costs (water pollution, CO2 emissions and impact on insects), that's where the pain lies. "For the consumer, these are hidden costs, because they are not included in the retail price" , says Van den Idsert. "It is ironic that a video that exposes a form of deception would itself be misleading because the advertising watchdog wants more substantiation. We think that the consumer sees through the message perfectly. This should have guided the ruling."
no conviction
The director says it was not their intention to condemn conventional farmers. "There are plenty of conventional farmers with a heart for sustainability. We want to demonstrate that organic is aimed at not unnecessarily burdening the environment."
It is not clear whether Bionext decides to appeal with this reaction. The organization could not be reached for comment.
Niels van der Boom
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