An advertisement placed by the Malaysian Palm Oil Council recently has fallen foul of the UK's Advertising Standards Authority. In upholding four complaints made against the advertisement, by Friends of the Earth, the ASA said this week (9th September) the ad must not appear again in its current form.
The complaints centre largely around the claims of sustainability, working practices and the industry's contribution to aleviating poverty among the rural poor of Malaysia.
This is not the first time the MPOC has been taken to task by the ASA for placing misleading advertisements. In January 2008 a television advertisement placed by the MPOC was also pulled following complaints, again involving Friends of the Earth.
The complaints centre largely around the claims of sustainability, working practices and the industry's contribution to aleviating poverty among the rural poor of Malaysia.
This is not the first time the MPOC has been taken to task by the ASA for placing misleading advertisements. In January 2008 a television advertisement placed by the MPOC was also pulled following complaints, again involving Friends of the Earth.
Commenting on the ruling Friends of the Earth's biofuels campaigner Kenneth Richter said: "The ASA is right to ban this misleading palm oil ad." He continued claiming that; "Friends of the Earth research has shown that Malaysian palm oil production is not sustainable - it destroys forests, increases carbon emissions, and forces local communities off their land." A fact disputed by other organisations, including the Roundtable on Sustainable Palm Oil.
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