Beef advert pulled over health claim complaint

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Karan Beef, Africa’s biggest cattle company, has promised to withdraw an advert which says a healthy lifestyle should involve a daily helping of beef. This follows a complaint by Nicola Millson and Peter de Fouw to the Advertising Regulatory Board. Millson said the International Agency for Research on Cancer, part of the World Health Organisation (WHO), had warned that red meat was probably carcinogenic to humans, notes TimesLIVE.

“Furthermore, the WHO states that the risk of colorectal cancer could increase by 17% for every 100g portion of red meat eaten daily,” she said.

In its response, Karan said it had not been negligent in ignoring the possible link between meat consumption and cancer in the article accessible with the QR code that appeared in its ad. The watchdog’s finding said: “In response to subsequent queries, (Karan) submitted it will not make reference to daily consumption in future claims without firm evidence.” It said it was satisfied that Karan’s undertaking was unequivocal and would take no further action.

The Times report

Advertising Regulatory Board ruling

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