Watchdog Bans "Misleading" Red Tractor Ad Over Environmental Claims

In May 2023, a TV ad for the Red Tractor scheme was banned after an environmental group, River Action, challenged the claim that its products were "farmed with care". The ad featured a rhyming voiceover and pastoral imagery to convey the message that Red Tractor-endorsed farms met high standards of care and environmental protection.

However, the Advertising Standards Authority (ASA) found that the evidence was insufficient to substantiate the wider claim that "all our standards are met". The ASA ruled that the ad was likely to exaggerate the benefits of Red Tractor endorsement, as data showed that between 2021 and 2023, 327 Red Tractor farms had been suspended due to environmental non-conformances.

Red Tractor argued that its standards focused primarily on farming, animal welfare, and traceability, and that environmental protection was not the primary focus. But the ASA determined that at least a significant minority of consumers would expect the "farmed with care" claim to encompass measures to manage and mitigate environmental risks.