A pro-pork group which described pig meat as 'low in fat' as part of an advertising campaign has been compelled to remove the false claim following pressures from animal rights charity Viva!.
The UK's Agriculture and Horticulture Development Board [AHDB] group 'Love Pork' has been asked to change its website claims as a result of a Viva! complaint to the Advertising Standards Authority [ASA].
Following Viva!Health's lobby, the ASA responded: "In regards to the 'low in fat' claim on the website, this does appear to be problematic as the product doesn’t meet the conditions for use."
However, the ASA is unwilling to take action against Love Pork's TV advert claiming pork meat is 'healthy', as it says it refers to the protein content of pork - and protein contributes to maintenance of muscle mass.
A Viva! spokesperson said about the complaint: "We pointed out to the ASA that the World Health Organization classifies pork and other red meat as a Group 2A carcinogen: probably carcinogenic to humans.
"We said how pork can’t be described as low-fat as food has to contain no more than 3g fat per 100g to qualify for this claim – pork medallions contain 2-3 times that much fat!"
Senior Researcher at Viva!Health, Dr. Justine Butler, told PBN: "This is a landmark result for Viva!Health.
"The British public is constantly being misled by meat and dairy advertising, and we work very hard to combat false claims from these giants of industry.
"It is very rewarding when our efforts are recognized.
"We were delighted to learn that Love Pork is being asked to remove the ‘low in fat’ comment from its website.
"We are also challenging the claim that pork is ‘healthy’ just because it contains protein!
"Belladonna and fly agaric mushrooms contain protein – no one would suggest they are healthy! You have to remember, pork is a probable carcinogen after all!"