The Advertising Standards Authority agrees with River Action that the food safety body’s 2023 advert misled the public The UK’s advertising watchdog has upheld a complaint that Britain’s biggest farm assurance scheme misled the public in a TV ad about its environmental standards. The Red Tractor scheme , used by leading supermarkets including Tesco, Asda and Morrisons to assure customers their food meets high standards for welfare, environment, traceability and safety , is the biggest and perhaps best known assurance system in Britain. Continue reading...