The Net Zero Transition Plan, published earlier this month, has highlighted that agriculture is responsible for more than half of all UK Food system emissions.

While ‘regen’ is all the rage at the moment and the growing enthusiasm for its farming principles is to be applauded, it risks leaving the farmgate wide open for far-ranging interpretations of what nature-friendly farming practices are really being applied.

The guidance, issued on November 7, shows that the ASA has recognised the potential for brands to misuse the term when seeking to appeal to consumers who are looking for greater sustainability in their purchases.

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Soil Association director of standards innovation, Sarah Compson, said: “We welcome this clear and considered advice from the ASA which shows they are putting the interest of consumers first and are vigilant to the potential risk of greenwashing when it comes to regenerative farming claims.

“Regenerative agriculture or simply ‘regen’ are great buzzwords which have everyone talking and excited about the possibilities to deliver significant benefits for nature and the environment. And it is really heartening that so many farmers are embracing regenerative farming principles.

“However, consumer awareness and understanding of what regenerative farming is and what practices it involves is relatively low thus far – so it is critical that brands don’t overclaim, and clearly explain and substantiate any claims they do make.

“There is a big risk that businesses or brands could overstate the nature-friendly farming practices used to grow or produce their product or ingredients for commercial gain. Unlike organic farming, which is legally regulated and has a comprehensive set of robust standards against which farmers are annually audited to achieve organic certification, regenerative is an expression of intent without a clear definition or set of legally binding standards and practices.

“But organic is regenerative. It’s the gold standard of regenerative farming, trusted and looked for by consumers who understand that it has the added reassurance of the highest animal welfare standards, avoids GMOs and the routine use of antibiotics, and is free from pesticides and fossil-fuel based fertilisers.

“Furthermore, organic farming has decades of evidence to back it up.

“So, we know that organic farms on average have 30% more biodiversity, the highest standards of animal welfare, and their soils store more carbon and have higher levels of microorganisms than conventional farmland.”

The Soil Association appreciated the opportunity to consult with the ASA and its Committee of Advertising Practice to provide an expert view, together with a number of other leading food and farming bodies.