Fairfield Dairy to withdraw 'free range' claims

17 Jul 2015

Fairfield Dairy has undertaken to withdraw its advertising material claiming that its products are free range following a complaint lodged by the National Council of SPCAs to the Advertising Standards Authority. This is to be completed by 31 July.

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The National Council of SPCAs lodged a complaint with the Advertising Standards Authority (ASA) relating to the dairy's billboard advertising which included the term "free range". The NSPCA questioned the honesty, substantiation and truthful presentation of this material.

The matter went before the Advertising Standards Authority and was resolved when the dairy gave the undertaking to withdraw and remove the material.

Fairfield Dairy's response to the NSPCA Statement

After contacting Fairfield Dairy to comment on the statement from the NSPCA, Fairfield Dairy CEO, Kevin Lang, made the following statement:

"We have recently been contacted by the ASA (Advertising Standards Agency), regarding a complaint towards our "Free Range" statement on our billboards. At the time of putting together these billboards, there was mention of legalising and formalising 'free range' dairy in South Africa. We regret that this was not followed through.

The ASA gave us the opportunity to legally prove that we are "free range" compliant, however because there is no legislation for "free range" dairy in this country, we have made the decision to remove the billboards. We believe 100% that our cows are treated fairly, as we comply fully with European standards for 'free range' dairy. We care a lot for the well-being of our cows and we welcome any discussion regarding their treatment."

In addition, Fairfield Dairy was not ordered to take down the billboards, but volunteered to do so.