Monsanto ad to face ASA investigation

Monsanto’s advertising campaign, promoting the safety of genetically modified food, has sparked 14 complaints to the Advertising Standards Authority from environmental pressure groups and the public.

The ASA has this week decided to investigate the complaints, which all claim the ad is misleading.

Representatives of the Soil Association, the Green Party and Gene Watch have complained about the ads, devised by Bartle Bogle Hegarty, which are running for three months.

The campaign aims to reassure consumers about the safety and the benefits of genetically-modified foods, and invites readers to contact opposing organisations for an alternative opinion.

Soil Association director Patrick Holden says: “We find this advertisement is incorrect, misleading and dishonest and represents a lack of corporate responsibility towards both the environment and public health. We recommend it should be withdrawn as soon as possible.”

Only one retailer, frozen food chain Iceland, has pledged that its own-label products will contain soya which has been sourced from non-GM food crops.

The chain is named in the Monsanto ads as an organisation which will provide an alternative view to those of the biotechnology company.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here