Following an investigation by the Advertising Standards Authority (ASA), the Agriculture and Horticulture Board’s (AHDB) ‘Let’s Eat Balanced’ campaign will return in the autumn of 2026.
Over the past 14 months, the ASA investigated a complaint submitted by TV presenter Chris Packham. The complaint initially covered four issues spanning a range of adverts, including those shown on national television.
The only part of the complaint to be upheld relates to a technical footnote in two specific print newspaper adverts, but AHDB maintained that all information shared with consumers in the campaign was supported by “robust scientific evidence”.
The two newspaper adverts compared the carbon footprint of UK beef and dairy production with the global average, and AHDB said these comparisons were based on “highly respected” scientific evidence.
The ASA concluded that because these life cycle assessments represented emissions from cradle to retail, the adverts should have specified this limitation more clearly. Environmental claims, under ASA rules, must reflect full life cycle (cradle to disposal) emissions or clearly state where data boundaries end. ASA said the ads “must not appear again” in the form complained of, and told AHDB to ensure that the claims were appropriately explained and supported to “avoid misleading”.
AHDB’s director of communications and market development, Will Jackson, commented: “Let’s Eat Balanced is doing what it was designed to do, providing clear, factual, evidence-led information about British food, nutrition and farming standards.
“Since the investigation began, we have conducted independent consumer research which found that the majority of respondents interpreted these adverts as relating to the production phase only, from farm to retail.
“This research provides important insight into consumer understanding and supports our belief that consumers were not misled by the information we shared in these two specific adverts.”
AHDB said it had engaged “constructively and transparently” throughout the process, giving evidence to support its claims.
Jackson added: “We have a responsibility to provide the public and policymakers with clear, factual, independent information about British food. This ruling shows that the campaign’s core claims were robust and therefore upheld. AHDB stood firmly behind the evidence, and subsequently British beef, lamb and dairy production have been represented responsibly and fairly.
“We understand Chris Packham has a passion for campaigning to protect the environment, and he can be reassured by this ruling that the information we share with consumers is supported by sound science. The Let’s Eat Balanced campaign promotes a healthy, balanced diet with the Government’s Eatwell guide at its foundation. We are proud to be able to highlight the role lean red meat and dairy can play in complementing plant-rich foods on behalf of levy payers, many of whom are farmers.
“The campaign is about nutrition, provenance and farming standards – not environmental superiority. We are pleased to confirm Let’s Eat Balanced will return this autumn.”
“Strong evidence-based messages in respect to balanced diets have a firm place within the national diet and environment conversation.”
Tony Goodger, AIMS
Tony Goodger, head of communications at the Association of Independent Meat Suppliers (AIMS), commented: “Today’s ruling from the Advertising Standards Authority (ASA) in respect to AHDB’s long-running “Let’s Eat Balance Campaign” shows that despite challenges from self-appointed ‘celebrity’ environmental commentators, strong evidence-based messages in respect to balanced diets have a firm place within the national diet and environment conversation.
“AIMS, as a trade association representing the majority of red meat processor levy payers, has always supported ‘Let’s Eat Balanced’ and looks forward to continuing to do so.”
