ACB scores victory against Monsanto in South Africa.

acb-logoThe African Centre for , (ACB), in collaboration with Earthlife Africa have won their complaint with the Advertising Standards Authority (ASA) of South Africa against citing false and . The ASA in its ruling available below specifically found ’s radio ad claims to be unsubstantiated.

The complaint centered around a radio ad sponsored on Radio 702 by wherein claims that GM “enable us to produce more food sustainably whilst using fewer resources; provide a healthier environment by saving on pesticides; decrease and increase crop yields substantially.”

“We are elated with this decision. has already been warned by the ASA as far back as 2007, that it needs to substantiate its claims from an independent and credible expert in the matter of GM Food/M Wells/ 8739 (18 June 2007) regarding its claims of the so called benefits of GM . However, it appears does not have much regard for South African law as it is hell bent on disseminating false information to the South African public, “ said Mariam , of the ACB.

The ruling reads as follows:

In the matter between:

Mariam on behalf of the African Centre for – First Complainant
Judith Taylor – Second Complainant
South Africa (Pty) Ltd. – Respondant

Consumer complaints were lodged against a radio commercial for , the live-read states as follows:
8 billion people by 2025. How will er feed them all? GM enable us to produce more food sustainably whilst using fewer resources. GM and food are strictly regulated and have been extensively researched and tersted for safety. GM provide a healthier environment by saving on pesticides and decreasng whilst increasing crop yields substantially. Read more about the safety and benfits of GM at

During the hearing the ASA ruled:

Aside from submitting links to documents on its website, the respondent has submitted nothing from an independent and credible expert to confirm that the various studies relied on and referred to on its website are applicable to the respondent’s product, or that they support the advertising claims.

As a result, the advertising is currently unsubstantiated and in contravention of Clause 4.1 of Section II of the Code.
The complaint is upheld.


ACB press release

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