2013-03-20 xml
NSA Appalled by Food Standards Agency Campaign

The National Sheep Association (NSA) is calling for the Food Standards Agency (FSA) to rethink a current advertising campaign, which focuses around beautifully presented lamb chops photographed in the bottom of an urinal.

FSA created the campaign as a way to encourage consumers to look for the food hygiene rating of restaurants and food outlets, but NSA and its members are appalled that lamb has been singled out and saddled with such a negative image.

Food Standards Agency Image

Food Standards Agency Image

Speaking on behalf of NSA, NSA Scotland Development Officer George Milne, says: “This advert is an absolute disgrace and portrays lamb is the worst possible way. Sheep farmers in the UK produce lamb to such an incredibly high standard – we have farm assurance inspections, full food-chain traceability, in-depth animal health and medicine records – and now we are faced with this photograph of lovely lamb cutlets in the bottom of a toilet. Even if you understand the message of the advert, which is not easy when the image is wrapped around bus shelters and telephone boxes, it still casts red meat in a very poor light.

“We have joint Government and industry funded bodies, such as Eblex and Quality Meat Scotland, spending money on advertising campaigns promoting red meat, only to be undermined by another Government-funded body using this terrible, terrible image. How could anyone in authority have given this the green light?”

NSA has written to FSA voicing extreme displeasure and asking for the image to be removed from public places as a matter of priority. It has also contacted the Advertising Standards Authority.


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