What You Can Say When Selling Organic
Food As It Should Be
The organic market is growing and more consumers are looking for organic than ever before. We believe this is a crucial moment for everyone in the organic movement to come together with a clear call to consumers – organic is 'food as it should be', better for the environment and animal welfare.
For decades, the Soil Association has worked to identify and highlight the key tangible consumer benefits of organic food and farming, and has regularly published guidance on approved statements that can be used under UK Advertising Standards Authority’s (ASA) Code.
In a sea of labels on packaging, single issue products and competing claims, consumers are confused. Understanding organic through a clear and simple proposition, message and benefits will be the difference between them buying, and hesitating and picking up something else.
Organic always means:
- Fewer pesticides
- No artificial colours & preservatives
- The highest standards of animal welfare
- No routine use of antibiotics
- GM Free
The statements set out in our 'what you can say when marketing organic' booklet are there are to support the industry in communicating about organic in a clear, legal and customer friendly way. This document was prepared following discussion with the Comittee of Advertising Practise (CAP), and in reference to the principles of the CAP Code.
Using our guide
We would advise that you should ALWAYS submit your own advertising copy and materials to Copy Advice (CA) before using them. The context in which the statement is used, and any associated imagery, can alter the meaning of the words. Copy Advice can be reached via their website and proposed statements can be submitted via the website for free advice.
Copy Advice always undertake to respond within 24 hours, and in our experience their staff are generally helpful, and willing to explain the basis of their advice. However, remember that Copy Advice will always qualify their opinion by stressing that it does not bind the ASA itself.
You need to hold any evidence that might be required, to substantiate the statements you make, when you make them. We have a fully referenced version for the statements some referring back to our own organic standards, and where appropriate to the relevant scientific research