26 June 1998

GMads complaints

A SERIES of advertisements highlighting the benefits of genetically modified (GM) crops is to be investigated by the Advertising Standards Agency (ASA).

The ASA confirmed that it would be looking at the four adverts, produced by agrochemical firm Monsanto, after receiving 12 complaints from pressure groups and interested parties.

The advertising campaign was instigated by Monsanto in a bid to win consumer support for GM crops.

The three largest pressure groups to complain were the Green Party, the Soil Association and GeneWatch.

Sue Mayer, director of GeneWatch, said not only were the adverts misleading, but they were also factually wrong.