Watchdog rules Red Tractor exaggerated its environmental standards

The Advertising Standards Authority agrees with River Action that the food safety body's 2023 advert misled the public

The UK's advertising watchdog has upheld a complaint that Britain's biggest farm assurance scheme misled the public in a TV ad about its environmental standards.

The Red Tractor scheme, used by leading supermarkets including Tesco, Asda and Morrisons to assure customers their food meets high standards for welfare, environment, traceability and safety, is the biggest and perhaps best known assurance system in Britain.