The Advertising Standards Authority banned two ads from the Agriculture and Horticulture Development Board that claimed British beef and milk have significantly lower carbon footprints than the global average. The regulator ruled that the claims were misleading because they did not account for the full life cycle of the products. The ruling emphasizes that environmental claims must include post-retail emissions, such as cooking and waste, unless explicitly stated otherwise. This decision highlights the increasing scrutiny on corporate carbon accounting and the legal requirements for transparent emissions reporting in the food industry.
