A pro-vegan advert in the UK, which falsely claimed that some hormones found in milk, has been banned by the Advertising Standards Authority(ASA).
The ad was fronted by animal rights campaign group Viva! And the advert could be seen posted around Bristol city from September last year. Two complaints were made, leading to a subsequent investigation by the ASA as reported first in yahoo news.
The advert, seen above and below, depicted an image of a cow’s udder along with the words “Your too old to suckle”, followed by comments on the fact that milk drank is milk meant for calves. The advert then goes on to say “Most cows are pregnant when milking. That is why milk contains 35 hormones including oestrogen...some of these are linked to cancer”.
The investigation found that there was no evidence to back the cancer-link claims and subsequently banned it. The animal rights group, Viva!, claim meanwhile that they were only referring to hormones produced naturally during pregnancy.
‘While the claim stated that some hormones in cow’s milk were “linked” to cancer rather than definitively stating that they caused cancer, we considered that consumers would nonetheless interpret it to mean that because of the hormones that were present in cow’s milk, drinking cow’s milk could increase a person’s risk of developing cancer.”, said an ASA spokesperson.
‘We considered that the various sources provided by Viva! constituted adequate evidence that over 35 hormones were present in cow’s milk...However, we were concerned that the studies were unable to account for confounding factors which could affect the results….We also noted that the papers referred to other conflicting evidence and all noted the need for additional studies to confirm their findings.’ it added.
The spokesperson went onto confirm that studies did not support the claims of the advert.
The studies did not support Viva’s assertion that the findings of increased risk of cancer were specifically a result of the hormones present in cow’s milk rather than to other factors.’, it read.
‘We therefore concluded the claim “milk contains 35 hormones, including oestrogen …some of these, are linked to cancer”, as it would be understood by consumers to mean that due to the presence of hormones, drinking cow’s milk could increase a person’s risk of developing cancer, had not been substantiated and was therefore misleading.’, it concluded.
(Pictures - Yahoo)