From The Daily Sceptic

By Sallust

The tireless environmental campaigner and designer-hat wearer Chris Packam (a.k.a. the new St Francis of Assisi) is in the news again. This time, he’s taken steps to make sure that adverts promoting the sale of British beef and milk are banned because they’re “misleading”, according to the Mail: 

The Agriculture and Horticulture Development Board’s “Let’s Eat Balanced” campaign claimed the produce had a lower carbon footprint than other countries.

One national advert showed a young, smiling, blonde-haired girl holding a glass full of the dairy drink with a milk moustache.

There is an image of a field baked in sunshine with white text in capital letters which reads: “Good from grass to glass.”

A claim in smaller text underneath added: “British milk not only tastes good, but is also produced to world-class standards, and has a carbon footprint a third lower than the global average.”

In a second advert, a wide-eyed black woman is holding a plate with cuts of beef on top of a pile of salad, with one piece of meat dangling from a fork held close to her open mouth.

A headline reads “Great Britain, great beef” with text underneath claiming: “British beef not only tastes great, but has a carbon footprint that’s half the global average.”

But the Advertising Standards Authority (ASA) has banned them both after a 14-month investigation following a complaint made by vegan and TV broadcaster Packham that they were “misleading”.

In its ruling, the ASA said the adverts, which were seen between September 2024 and February 2025, could not substantiate their lower carbon footprint claims as they weren’t based on the full lifecycle of the products.

There is some hope:

A complaint made by the eco campaigner that an Instagram post and a page on the campaign’s website “implied that cows used to produce beef and milk in the UK were typically outdoor grazed” was thrown out.

The ASA also did not uphold a complaint that “the ads were misleading as they did not reflect the full environmental impact of British meat and dairy”.

Chris Packham is determined, like Amsterdam, to save the planet:

Packham, 65, said: “The science is unambiguous. We are in a climate and nature crisis and equally unambiguous when it comes to solutions.

”The meat and dairy industry is a very significant contributor to climate breakdown and the leading driver of biodiversity loss both nationally and globally. Our Government’s advice is clear too, if we want to survive, we must reduce not increase our meat and dairy consumption.”

He more recently called for tobacco-style stickers to be placed on meat products to see how people react.

“I often fantasise, I will get round to it, I’m gonna have a whole series of stickers printed of animals kept in appalling conditions, and then I’m going to go and stick them on the meat packets in the supermarket and see how people react,” he said.

Two years ago Packham made a false and defamatory statement about the Daily Sceptic team on the BBC.

The Mail’s story is worth reading in full.