Tesco plant-based food advert banned as 'misleading'

Tesco's adverts for one of its plant-based food ranges have been banned for being misleading about their environmental benefit. The ASA said that Tesco did not have knowledge of the full lifecycle of the burger featured in its advert, and was therefore unable to substantiate its claim that the plant-based patty was better for the planet than ones made from meat. Tesco had said that the adverts did not make "Absolute environmental claims", as they did not say that the product was "Wholly sustainable". Tesco said in a statement: "Helping customers to introduce more plant-based food into their diets is part of our ongoing work with the World Wildlife Fund [charity] with the aim to halve the environmental impact of UK shopping baskets." The ASA said last year it was cracking down on misleading environmental claims made by firms, to ensure ads are "Socially responsible."

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