Although we are now over half-way through 'Veganuary' (the annual challenge run by a UK nonprofit organisation that promotes and educates about veganism by encouraging people to follow a vegan lifestyle for the month of January), the ASA has just released advice on "advertising vegan and vegetarian products this Veganuary".
As someone whose partner is following Veganuary, I have seen on a daily basis how difficult it can be to identify whether products on the supermarket shelves are vegan or not. It has also been an educator for me - shellac coating on sweets? Sheep wool extract in your cereal, anyone? The last thing anyone following Veganuary, or a vegan diet more generally needs is advertisers further complicating the landscape.
Read more about what the ASA have to say and their advice to advertisers here.
Advertising should always be clear about what a product is so as not to mislead consumers. The ASA has accepted descriptors such as “meat-free chicken pieces” on the basis that consumers are likely to understand that the claim refers to a meat-free product.
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