The farming industry is celebrating a victory over the vegan lobby after the Advertising Standards Authority dismissed complaints about a campaign promoting the benefits of meat and dairy products.
It rejected complaints by the Vegan Society, Compassion in World Farming, and People for the Ethical Treatment of Animals about the campaign, which was launched in January by the Agriculture and Horticulture Development Board.
In it a narrator for the board, whose purpose is to help UK agriculture be more competitive and sustainable, told the story of “a food so natural it takes the rain from the sky and plants we humans cannot eat and turns it into something wonderful”.
With livestock grazing in green fields, the narrator of the television advert added: “Red meat and