Tesco horsemeat ad banned for damning whole food industry

Tesco: ASA rules that retailer's horsemeat ad was misleading
Tesco: ASA rules that retailer's horsemeat ad was misleading

Tesco's press ad entitled, "What burgers have taught us", which it ran in the wake of the horsemeat scandal, has been banned for implying there are issues with meat standards across the whole food industry.

The ad, created by Wieden + Kennedy, appeared in national newspapers and said: "The problem we’ve had with some of our meat lately is about more than burgers and bolognese. It’s about some of the ways we get meat to your dinner table.

"It’s about the whole food industry. And it has made us realise, we really do need to make it better.

"We’ve been working on it, but we need to keep going, go further, move quicker. We know that our supply chain is too complicated. So we’re making it simpler.

"...Seriously. This is it. We are changing."

Two complainants, including an independent butcher, challenged the ad’s wording and claimed it was misleading for implying that issues with meat standards ran across the whole food industry.

Tesco said the ad was published to show it was taking the horsemeat issue seriously and to demonstrate it was listening to customers. It argued that by being proactive in issuing the communication to the public, it showed its own commitment to customers to make its supply chain shorter, less complex and more transparent.

Despite Tesco outlining that at the time of the ad and the scandal, the media was naming brands and specific operators who had been directly implicated in the selling of horsemeat, the Advertising Standards Authority banned the ad for being misleading.

The ASA said the ad implied that all retailers and suppliers were likely to have sold products contaminated with horsemeat, and because relatively few instances of contamination had been identified at the time the ad appeared, it has been deemed misleading. 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer