What you can say when marketing organic
What you can say when marketing organic
Important update regarding marketing claims for organic
Following the discovery of an inaccurately qualified claim and in light of evolving research methodologies, strengthening regulation and a commitment to supporting robust and accurate claims, the “Marketing Organic” booklet is currently under review. You can see the incorrect statement and a qualifying statement following a review of the claim below.
We know that the claims in the booklet are widely used by brands and while we are confident that the claims within the booklet can stand up to the strongest scrutiny, we are taking the precautionary approach of removing it from the website until each claim can be validated by an independent specialist in literature review and research.
In the interim, we have re-reviewed the most widely used claims, view them here with full qualifiers and references.
To support robust claims:
- Any literature older than 15 years has been discounted from reference
- Qualifying statements have been included to ensure understanding of key terms and comparisons
- These revised claims have all been submitted to the ASA and their recommendations on usage are featured within the attached document, including a new emphasis on competition implication.
We hope to re-release the updated booklet later in the year, but in the mean time if there are any claims you plan to use in your marketing/on-pack and would like us to take a look do get in touch via marketingsupport@soilassociation.org.
The inaccurately qualified claim:
"The UK has lost 84% of its fertile topsoil since 1850, with erosion continuing at 1cm to 3cm a year.*"
This statement is specifically regarding fertile topsoil in 'The Fens' the statement from CCC submission to the Env Audit Committee read: The loss of peat soils in The Fens has been occurring for hundreds of years. Today, only around 16% of the peat stock recorded in 1850 remains. Arable production on deep peats requires deep ploughing and power harrowing, alongside intensive drainage, in order to achieve fine seedbeds. The rate of peat loss has been between 10mm to 30mm a year.
The issue is that we extended this claim to all of UK, in line with many other commentators at the time, including the then DEFRA Secretary of State, Michael Gove. For this reason any future publications will be developed with an independent specialist in literature review and research.
*Environmental Audit Committee – Inquiry into Soil Health (2016) Written Submission from the Committee on Climate Change – 14th January 2016 Graves et al. (2015)
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