Waitrose’s Heston Blumenthal and Delia Smith ads banned | Media | guardian.co.uk

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The ASA received five complaints that the ads were misleading because they implied that Waitrose pigs “spent the duration of their lives outdoors”, when in fact they were reared indoors “in confined conditions after a few weeks”.

Waitrose said “outdoor bred” was a standard term that had become widely used in recent years to mean pigs born in fields but then moved indoors “into light and airy sheds with straw”. The company added that it deliberately avoided using the phrase “outdoor reared”, which would have been misleading.

However, the ASA said that while the term “outdoor bred” may be “commonly understood in the pig farming industry” the average viewer would not be aware of its particular meaning.

via Waitrose’s Heston Blumenthal and Delia Smith ads banned | Media | guardian.co.uk.

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