ASA looks towards organic food

London’s Advertising Standards Authority (ASA) has approved a range of statements that companies can use to promote the many benefits of organic food and farming. The statements, which have been accepted by the ASA's Committee on Advertising Practice, can be used in advertisements, promotional leaflets and as part of on-pack sales promotions such as a prize competitions or ‘buy one, get one free' offers. Statements include: No system of farming has higher levels of animal welfare standards than organic farms working to Soil Association standards No food has higher amounts of beneficial minerals, essential amino acids and vitamins than organic food The statements were cleared by the ASA after research was undertaken by the Soil Association, following a number of complaints made to the ASA about claims relating to organic food. Martin Cottingham, marketing director, Soil Association said: "There is strong evidence that organic food is good for health and the environment, and companies need to be confident that they can communicate these benefits to their customers, without fear of reprisal.