Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
After extensive consultation, in July 2001 CAP produced a Help Note on Claims for Organic Food. The Help Note provides guidance on the marketing of claims for organic food to help the industry ensure that its marketing communications conform to the CAP Code.
The Help Note covers key areas including:
1 registration and the law - the United Kingdom Register of Organic Food Standards (UKROFS) provides a definition of organic food production. The UKROFS Standards allow organic farmers to apply to their crops certain “approved” substances that do not derive from organic farming in certain situations without losing the organic label (see Section 3 of the Help Note);
2 organic type claims – marketers should not claim that food is organic unless it comes from farmers, processors or importers who: follow the minimum standards set down in EEC Regulation 2092/91; are registered with an approved certification body; and are subject to regular inspections. Marketers should not claim that organic food production uses no chemicals, fertilisers, composts, herbicides, pesticides, plant protection products, veterinary medicines, or any other similar term, if any relevant “approved” substances have or might have, been used in its production. Claims that organic food production uses fewer substances are likely to be acceptable; marketers should not claim that organic food production is natural, uses only substances that occur in nature, or does not use artificial man-made substances, or any similar absolute terms, if any “approved” substances have, or might have, been used. Claims that organic food production is more natural or uses fewer artificial or man-made substances are likely to be acceptable (see Section 4);
3 environmental claims - unqualified, absolute claims such as “environmentally friendly” or “sustainable” should not be used to describe organic food production as all managed food production systems cause some damage. Claims such as “friendlier” or “more sustainable” are likely to be acceptable if marketers can show that less environmental damage is caused than by conventional farming methods (see Section 5);
4 safety, health and welfare claims – marketers should not claim that organic food is free from residues of pesticides or veterinary medicines, or any similar term, if any “approved” substances have, or might have, been used in production. Marketers should not claim that organic food is safer or healthier than conventional food unless they hold convincing evidence. Neither the ASA nor CAP is aware of such evidence and marketers are urged to check with the CAP Copy Advice Team before making those claims. Marketers should not claim that animals raised organically are better provided for than they are (see Section 6);
5 taste claims - marketers should not make objective claims that organic food tastes better than conventional food unless they hold convincing taste test evidence (see Section 7).
See also entries on: ‘Comparisons’ and ‘Substantiation’.
Last modified : 05 November 2010