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Press Release |
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21 March, 1997 |
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TIME TO CURB THE MLC |
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The Meat & Livestock Commission was today censured by the Advertising Standards Authority for making false claims following a complaint by Viva! This is the ASA's tenth ruling against the Government-backed meat marketing quango in 14 months. "The MLC has shown itself to be quite incapable of distinguishing between commercial self interest and the health of the nation and should in future be constrained from making any health claims at all or from commenting on the safety of meat," says Juliet Gellatley, Director of Viva! "In an attempt to reverse the continuing decline in red meat sales, the £40 million sales organisation is regularly misinforming consumers." The latest ASA ruling censures an article by the MLC in the ASDA magazine in which it claims that vitamin B12 is absent from vegetarian foods. In July 1996, Viva! won five rulings against the MLC's claims that British beef was perfectly safe to eat and there was no connection between BSE and CJD. In January 1996, four rulings were made against advertisements which claimed that vegetarianism was causing an increase in anaemia and that children needed to eat meat to avoid it. "The MLC simply ignores the ASA and there is a continuum of disinformation. It is an insult to the relatives of victims of nvCJD, on the day they announce their intention to sue Government, that Mr Don Currie, chair of the MLC, should today repeat the same claims, including that beef is safe (Today - BBC Radio 4)," adds Ms Gellatley. "There is overwhelming evidence that meat is linked to a range of diseases from E-coli to CJD, cancer to heart disease (BMA & others). While every health body tells people to cut down on meat, the MLC tells them to eat more. It is unacceptable and the MLCshould now be stopped from trading on people's fears and vulnerabilities." For more information, copies of ASA rulings, BMA statement, contact TonyWardle or Juliet Gellatley on 0117 944 1000
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