The National Advertising Division (NAD) of BBB National Programs determined that Butterball provided a reasonable basis for claims of “all natural” turkey products, as well as certain claims regarding animal welfare, while the NAD advised that certain claims either be modified or discontinued.
The claims at issue were challenged by Animal Outlook (AO), a non-for-profit animal rights organization.
“Butterball appreciates the National Advertising Division’s thorough review of this matter,” Butterball spokeswoman Christa Leupen said. “We are pleased that the NAD recognized that the majority of Butterball’s advertising claims are supported by evidence of our practices and procedures. While Butterball respectfully disagrees with the NAD as to whether certain other statements were sufficiently supported, we agreed to accept the NAD’s recommendation.”
NAD determined that the advertiser provided a reasonable basis for:
- “All natural” claims on its website that include the clear and conspicuous disclosure, in which all natural means minimally processed and no artificial ingredients.
- General “humane” claims, when presented in close proximity to claims about or an explanation of its American Humane Association Certification (“AH Certification”), including:
- “Commitment to animal care and well-being.”
- “It is our responsibility to produce healthy, high-quality turkeys in a responsible way.”
- “Animal Care and Well-Being is central to who we are as a company, and we are committed to maintaining the health and well-being of our turkeys.”
- “From our family farms to our processing facilities, we commit significant resources to strengthen our already rigorous standards for animal care and well-being.”
- The claim that it has a “Zero-tolerance policy against any form of animal mistreatment.”
- Its vague, non-specific aspirational claims that it “recognizes” its “responsibility” to “preserve the planet.”
However, NAD recommended that Butterball discontinue:
- The claim “Farmers humanely raise our turkeys every day” or modify it so that it appears in close proximity to the reference to Butterball’s AH Certification.
- “Humane” claims that were couched in comparative, superlative or absolute terms, including:
- “The best possible care for our turkeys.”
- “Does Butterball Treat Its Turkeys Humanely? . . . Absolutely!”
- “Butterball continues to lead the turkey industry in animal care and well-being standards.”
- “Industry-leading results.”
- The claim “making good food in the most responsible and sustainable way” or modify it to avoid conveying a broad environmental benefit message about its practices.
- The claim “Embracing Sustainable Practices Defines a Butterball Grower.”
