Monsanto must prove ‘no negatives’ claim in advertisement

CAPE TOWN – Biotech crops giant Monsanto has been ordered to withdraw an advertising claim that no negative reactions have ever been reported to genetically modified foods.

The Advertising Standards Authority made the ruling this week in response to a consumer complaint lodged against a Monsanto South Africa print ad referring to GM grain products.

The ASA added however that it would reconsider its ruling if Monsanto came up with substantiation of its claim.

The ad, which ran in the February edition of You magazine, carried the heading: “Is your food SAFE?” and contained an image of a woman with two children in a kitchen looking at a cake.

Below the sub-heading: “Biotechnology -- the true facts” it said: “This is one of the most extensively tested and controlled types of food, and no negative reactions have ever been reported.”

The ASA said the complainant, a Mark Lewis, said the “no negative reactions” claim was false, and cited a scientific study on “the dangerous effects of these products”.
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