ASA says salmon advertising was honest –

ASA says salmon advertising was honest Published:  15 June, 2005

THE Advertising Standards Authority (ASA) has comprehensively rejected a claim that advertisements using the headline ‘Only the finest farmers produce the finest Scottish farmed salmon’ and the slogan ‘Naturally they’re the best’, are misleading.

The ads, which ran in national newspapers last summer, were seen by 25 million people, however they only attracted one complaint – from the Salmon Farm Protest Group (SFPG) – so the ASA was duty bound to investigate.

The “naturally they’re the best” and other claims about the high standards of Scottish farmed salmon were ruled to be within the law by the ASA.

The judgement includes the statement: “The Authority considered that the advertisers had shown that their members’ salmon farms were different from other salmon farms in Scotland, because of their adherence to a very high standard of fish health, welfare and environmental management that was independently audited.”

Commenting on the ASA findings, SQS chief executive Brian Simpson commented: “We are proud of our industry and the exceptionally high standards found in Scotland. Only the most dedicated troublemaker could have found fault with our advertising – and that is, of course, what the SFPG is. The ringing endorsement of our claims by the ASA shows the complainant up for what it is: a small, ill-informed group, more interested in causing trouble and wasting time than any constructive progress.” is published by Special Publications. Special Publications also publish European Fish Trader, Fishing Monthly, Fish Farming Today, Fish Farmer, the Fish Industry Yearbook, the Scottish Seafood Processors Federation Diary, the Fish Farmer Handbook and a range of wallplanners.