The Journal

Organic Food Taste Test Was Misleading

Tesco and Iceland warned over leaflets

Claims by two leading supermarkets that organic food tastes better and that mistakes in GM food technology may have caused deaths in the US were today branded as "misleading" and "unsubstantiated" by the advertising industry watchdog.

The Advertising Standards Authority upheld complaints against a Tesco brochure promoting its organic range and a leaflet about GM foods produced by Iceland.

But today Iceland said it would be contesting the authority's decision.

The ASA took issue with several claims in the company's leaflet which it deemed as "misleading and exaggerated".

It said there was no conclusive proof that genetically-engineered bacteria in a food supplement had caused the 37 deaths in America and criticised Iceland for making claims that would "appeal unacceptably" to "the fear of readers anxious about the risks of genetic modification".

But Iceland managing director Russell Ford said: "Our stance on genetically modified food is well known and we are deeply disappointed with the ASA's decision.

"Our leaflet was designed to raise awareness about the issue surrounding GM food and give our customers valid information to allow them to form their own opinions - it is not an advertisement.

"We are determined to continue our campaign for safe and more natural food and if this means producing more information along the lines of our GM leaflet, we will not hesitate in doing so."

The authority criticised Tesco's leaflet for implying that organic farming was chemical-free when in fact certain products are permitted by the Soil Association Organic Standard.

It also viewed the Tesco claim that the price of organic products "may be a little higher" as "exaggerating" the difference in price.

Tesco claimed surveys of shoppers confirmed that a difference existed in taste and texture between organic and conventional food, but this was also dismissed by the ASA.

An ASA spokesman said: "We considered the claim 'You'll notice a difference in taste and texture' went beyond puffery and recommended that, unless Tesco could provide convincing evidence that consumers noticed a difference, they do not repeat the claim."