SOUTH AFRICA – Dr Tod Collins, the veterinarian who lodged an appeal against Woolworths’ rBST “hormone-free” packaging claims but lost the fight, has vowed to pursue the matter, Daily Mavericks reports.
Dr Collins, an experienced veterinarian and dairy farm owner, had challenged Woolworths’ advertising claim regarding its milk, arguing that it was misleading, and the restrictions are threatening food security and South Africa’s dairy industry.
In May, he took the retailer to the ARB over its claims that Woolworths milk was free of recombinant bovine growth hormone (rBST), a synthetic version of the naturally occurring BST protein hormone that regulates milk production in cows.
The ad in question stated: “When only rBST hormone-free will do. Tested and audited, so you know what’s in your milk.”
Dr. Collins contended that this statement was deceptive, particularly questioning the accuracy of Woolworths’ claims about and its effects on milk.
He argued that the advertisement’s use of the term “hormone” did not adequately inform consumers about the difference between safe and potentially harmful hormones, thereby misleading the public.
In addition, the assertion that rBST does not enter milk and questioned whether Woolworths’ claims of testing and auditing could be substantiated.
He also contended that the advertisement implied that competitors’ milk contains rBST, which could scare consumers into avoiding non-Woolworths milk.
However, the AAC has upheld the Directorate’s decision, concluding that Woolworths’ advertisement was not in violation of advertising standards.
In its defence, Woolworths asserted that the company provided confidential information and evidence to support its claim that its milk is rBST hormone free and that it undergoes rigorous testing and auditing.
Woolworths demonstrated that rBST can be tested in milk and that their testing methods are approved by relevant authorities. They argued that their advertisement was accurate and based on scientific evidence.
The company also explained that the ad’s language was intended to provide information rather than induce fear. They emphasised that the ad was designed to meet consumer demand for rBST-free milk and did not make direct comparisons with competitors’ products.
The Committee later found that Woolworths’ advertising practices complied with the Code of Advertising Practice and did not mislead or exploit consumers.
rBST is given to cows after they have given birth between days 57 and 70 of the lactation cycle, to extend the period of peak milk production.
It has been safely used by commercial dairy farmers since the early 1990s and confirmed as harmless in both meat and milk products by an exhaustive list of international bodies.
They include the American Cancer Society; American Council on Science and Health; American Dietetic Association; the Canadian Animal Health Institute; the European Union’s Committee for Veterinary Medicinal Products; Food and Drug Administration (FDA); Food and Agriculture Organisation of the United Nations; International Dairy Food Association and the US Dairy Export Council.
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