Soil Association has welcomed new guidance from the Advertising Standards Agency (ASA) on “misleading” regenerative farming claims for brands and advertisers.
Currently, there is no legal or universally accepted definition for regenerative farming, which leaves it open to misinterpretation, increasing the risk of greenwashing by brands which adopt the term without plausible reasonings as a result.
The guidance, which was issued on November 7, indicates that the ASA has recognised this potential misuse of the term by brands seeking to appeal to consumers who are looking for greater sustainability in their purchases.
Welcoming the guidance, Soil Association‘s director of Standards Innovation, Sarah Compson said:
“Regenerative agriculture or simply ‘regen’ are great buzzwords which have everyone talking and excited about the possibilities to deliver significant benefits for nature and the environment, and it is really heartening that so many farmers are embracing regenerative farming principles.
“However, consumer awareness and understanding of what regenerative farming is and what practices it involves is relatively low thus far, so it is critical that brands don’t overclaim, and clearly explain and substantiate any claims they do make.”
Organic farming on the other hand, is the only legally regulated, independently verified and inspected type of sustainable farm practice, whose title is awarded to farms which uphold the established strict organic prerequisites.
Regenerative farming
It also encompasses regenerative farming, which typically involves some mix of the following farming practices:
- Integrating livestock and arable system;
- Limiting soil disturbance;
- Maintaining year-round soil cover;
- Promoting biodiversity and crop rotations;
- Keeping living roots in the soil.
Not all regenerative farmers will necessarily employ all of these practices, and nor does their use provide any guarantee of soil or nature restoration.
“There is a big risk that businesses or brands could overstate the nature-friendly farming practices used to grow or produce their product or ingredients for commercial gain.
“Furthermore, organic farming has decades of evidence to back it up.
“So, we know that organic farms on average have 30% more biodiversity, the highest standards of animal welfare, and their soils store more carbon and have higher levels of microorganisms than conventional farmland.
“It’s the gold standard of regenerative farming, trusted and looked for by consumers who understand that it has the added reassurance of the highest animal welfare standards, avoids GMOs and the routine use of antibiotics, and is free from pesticides and fossil-fuel based fertilisers,” Compson said.
The ASA is now demanding advertisers to substantiate regenerative claims, to account for what farming tools, protocols or practices form the basis of these assertions while also providing clarity on how green outcomes are benchmarked and measured.
It also urged advertisers to exercise caution when proclaiming to be regenerative, so as not to over exaggerate the extent or nature of the regenerative farming initiatives and practices in place, to avoid misleading the consumer.
