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British watchdog bans Oatley anti-milk campaign
Sweden's Oatly has been ordered to withdraw an ad campaign stating that giving up milk is good for the planet. The company is also no longer allowed to say that the use of oat drinks causes 73% less CO2 emissions than milk.
The British advertising watchdog Advertising Standards Agency (ASA) states that Oatley makes statements without providing solid evidence† Oatly's statements are too vague, too broad and too general and therefore misleading, according to the British Advertising Code Commission.
For example, in advertisements on Twitter and Facebook, the Swedish food producer said that 'meat and dairy emit more CO2 than all planes, trains, cars and boats combined'.
It was also stated that, according to climate experts, 'cutting dairy and meat from our diet is the biggest one-time change we can make to influence the climate'. Such expressions provoked many outraged reactions and led to 109 official customers at the ASA.
Klaas van der Horst
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