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.