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Safe Catch Tuna promoted its “100% Sustainably Caught Tuna” on Amazon. The message namechecked its environmental partner and explained that it was traceable from ‘catch to can’.
The National Advertising Division (NAD) saw evidence that the company complied with several applicable third-party standards, demonstrating that its methods did not adversely affect the ecosystem or the specific species fished and decided that Safe Catch provided a reasonable basis for the claim “100% Sustainably Caught Wild Tuna.” Further, NAD determined that the product name “Safe Catch” is not expressly false and could be understood to consumers to identify the fully supported claim that Safe Catch’s fish are “sustainably caught.”
Read full adjudication here.
The Global Guidance on Evironmental Claims offers marketers a selection of case studies that ilustrate the contents of the guidance with real life examples. See full list here.