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)
Organic farming is a system - governed by legal standards, and regularly and independently inspected - that produces food in ways that benefit people, animals, wildlife, society and the natural world.
Confronted with a sea of labels, competing health claims, food scares and conflicting advice, it's never been more important to be able to communicate clearly about what organic really means.
What is the ‘Marketing Organic’ booklet?
'Marketing Organic - what you can say' is an essential reference document for anyone communicating about organic, containing statements about organic food and farming that have been assessed against the UK Advertising Standards Authority’s (ASA) Code.
The booklet includes everything you need to know about making the most of these statements in your own communications. The booklet focuses on the benefit of organic food and farming for people, animals, wildlife, society and the natural world.
Why is the booklet important?
With citizens increasingly making conscious, planet-centric decisions, and the industry increasingly cracking down on greenwashing, the time is now for the organic industry to harness this momentum for change, and work together to promote a strong, clear and correct message about the role organic can play in mitigating our climate, nature, and health crises, producing sustainable food for all. The booklet covers the organic principles, and specifically covers sustainability, climate change, animal welfare, soil health and wildlife.
The statements set out in the booklet are there to support you to talk about organic in a clear, factual and legal way. This document was prepared following discussion with the Committee of Advertising Practise (CAP), and in reference to the principles of the CAP Code.
Using the guide in line with ASA and CAP Regulations
We advise you to always submit your own advertising copy and materials to Copy Advice (CA) before using them, as the context in which the statement is used, and any associated imagery, can alter the meaning of the words.
Proposed statements can be submitted for free, and CA aim to respond within 24 hours. Please note, CA stress that amendments made on their advice may still be found unacceptable by the ASA.
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