The Advertising Standards Authority (ASA) has released new guidelines to ensure that environmental claims in advertisements for meat, dairy, and plant-based foods meet legal standards. This follows a trend where meat producers use images of natural environments and pastures to convey high animal welfare standards to consumers. ASA warns against such misleading “green” or “natural” imagery, advising advertisers to accurately reflect farming practices. Claims such as “organic” or “regenerative farming” must be substantiated with evidence to avoid misleading consumers. Additionally, claims promoting environmental benefits, like being “good for the planet,” must also be supported by evidence.