Animals and farming

Helpful information on the advertising rules for activities, products and services relating to animals or farming.

We know that the public are very passionate about animal welfare. Advertisers must ensure they prepare any ads involving, or depicting, animals in an appropriate way under our harm and offence rules. They must also be careful not to over-exaggerate and mislead consumers when it comes to advertising organic foods or referring to animal testing in ads.

Advertisers shouldn’t claim that animals raised organically are better provided for than they are. Absolute statements regarding animal welfare or any claims regarding farming methods must be backed up by documentary evidence which should be available on request.

When it comes to making claims about “organic” foods or ingredients, it is important advertisers are aware of the legislation that underpins the ad rules in this area as there is an EU law that sets the minimum standards for these types of claims. Foods can’t be referred to as “organic” or “made with organic ingredients” unless they meet these standards and, furthermore, come from farmers, processors or importers who are registered with an approved certification body and are subject to regular inspections.

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Latest rulings

Montdog Ltd t/a Wild Pack
- Upheld
- Social media (own site)
- 16 April 2025
Two posts for dogfood company on their Instagram page featured videos of Geogia Toffolo made misleading claims that other pet food products posed significant health risks or led to chronic diseases, the provenance of ingredients in other pet food products and discredited or denigrated other competitors’ products.
Petchip.Network
- Upheld
- Search (paid)
- 12 March 2025
Two paid-for Google search ads for Petchip.Network misleadingly implied they were an approved database to comply with the legal requirements for microchipping cats and dogs.
Future Farm Plant-Based Food UK Ltd t/a Future Farm
- Upheld
- Packaging
- 29 May 2024
The product packaging for a Future Farm Future Burger, seen on 9 February 2024, featured a promotion. Text on the front of the packaging stated, “WIN £1000 BUY ME AND SCAN TO ENTER *T&C’S APPLY”. A QR code was in the centre of the text.

View all rulings

Animals and farming

Helpful information on the advertising rules for activities, products and services relating to animals or farming.

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Latest rulings

Montdog Ltd t/a Wild Pack

Petchip.Network

Future Farm Plant-Based Food UK Ltd t/a Future Farm

Help getting it right

Popular advice

Animals

Alcohol: The use of cartoons, animals and characters

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