17 October 2000

ASA Verdict on SoilAssociation Confirmed

The Advertising Standards Authorityhas now confirmed its July verdict on the Soil Associations promotionalleaflet 5 reasons to eat organic.

Four out of five complaints, madeby National Office of Animal Health, have been upheld.

Evidence submitted by the SoilAssociation to support their appeal was deemed by the ASA Council to containnothing to warrant a change in the adjudication.

The ruling is now final.

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Notes for editors

1. NOAHs press release issued on 12 July is attached.

2. For further information contact Roger Cook on 020 8367 3131,or e-mail noah@noah.co.uk or visitthe NOAH website www.noah.co.uk.

3.       TheNational Office of Animal Health was formed on 1 January 1986 to represent theUK companies that research, develop, manufacture and market licensed animalhealth products. The associationrepresents 34 corporate members and 12 associate members companies, which in1999 accounted for around 95% of the 371 million UK animal health market.

4. A copy of the 29 November 1999 NOAH letter of complaint to theASA, with references, and the NOAH submission of 13 June 2000 on organicfarming to the House of Commons Agriculture Committee is on the NOAH website www.noah.co.uk or isavailable on request.

5. Following a review by Sir John Caines KCB, the IndependentReviewer of ASA Adjudications, the ASA Council considered his advice. Lord Rodges of Querry Bank, the ASA chairmancouncil, delivered the Councils opinion to Sir John in a letter dated 9October.