ASA rejected claims from dairy industry that advert was ‘misleading’ readers into thinking farms were not complying with animal welfare standards

An advertisement stating that “Humane milk is a myth” has been cleared by the regulator following complaints from members of the dairy industry that it was inaccurate and misleading.

The national newspaper advert in February for campaign group Go Vegan World featured a photo of a cow behind a piece of barbed wire and the headline “Humane milk is a myth. Don’t buy it.”

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