Tesco’s definitely right, but they’re still wrong

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About two weeks ago, the ASA, the UK’s government watchdog, ordered a cease and desist for Tesco’s campaign for its plant-based burgers. Weird. Because Tesco simply states that its plant-based burgers are better for the climate than real hamburgers. Science proves it.

So why did ASA prohibit the campaign?

Here’s why:

Every climate-friendly promise must be proven, black on white. Unfortunately, Tesco didn’t have the exact climate emission numbers of a hamburger’s life cycle. As you can see: it’s not about the claim, but the lack of numbers. Even if you’re 100% right you should be able to prove it. Keep that in mind when you determine the climate promise of your campaign.

Do you want to know how credible your campaign is?

Just ask for a test!