21 May 2024 Blog New guidance and increased ASA scrutiny of sustainability and environmental claims in food and agriculture adverts planned for summer 2024. The ASA plans to start proactive monitoring of food & beverage adverts for misleading sustainability claims this summer. New guidance on key issues affecting food and agriculture is also planned. This is likely to include claims such as "regenerative farming", "biodegradable", environmental credentials of plant-based alternatives and natural/fresh imagery as implied environmental claims Share this article Bookmark this page 4 min read