Watchdog's beef over meat advert

The watchdog said the advert was misleading

A complaint against the marketing of Scottish beef has been upheld by an advertising watchdog - because 5% of the meat actually comes from English cattle.

Quality Meat Scotland has agreed to change the wording of an advert following the ruling by the Advertising Standards Authority (ASA).

But the body, which administers the Scotch Beef label, refuted the ASA's finding that customers were being misled.

Quality Meat Scotland defended the rule

The watchdog had received a complaint from the public about Scottish Beef.

It was asked to consider an advert which stated: "Fancy a bit of Scotch Beef? - Raised the way you want it."

The ASA said it was "misleading" to use the word "raised" because it implied all Scottish beef came from cattle brought up in Scotland.

Approximately 5% of the meat carrying that label comes from English cows which have spent 90 days or more north of the border.

For centuries farmers just south of the border have moved their cattle to the lush, lowland pastures in southern Scotland for "finishing".

It is an art form, a very skilled process

Quality Meat Scotland spokesman

Quality Meat Scotland says that this process enhances the taste, texture and flavour of the meat.

Under European regulations introduced in 1985, meat can be labelled as Scottish as long as the animal spends 90 days or more north of the border and is slaughtered in Scotland.

The ASA questioned whether the public knew about this rule.

However, a spokesman for Quality Meat Scotland said the 90-day ruled had been enshrined in law to protect the tradition.

"In practical terms there is a very small proportion of animals - 5% - that are sold as Scotch Beef that are brought into Scotland," he said.

Quality standards

"Even then most spend more like 180 days here because the finishing process is so important.

"It is an art form, a very skilled process."

The National Farmers' Union in Scotland stressed Scotch Beef had to meet strict quality assurance standards.

However, a spokeswoman said the union wanted to see an end to the labelling confusion.

"We at the NFU echo the need to define all Scotch Beef as born, reared and slaughtered in Scotland but we appreciate that cannot be done overnight," she said.