The Livestock and Meat Forum, an organization that brings together the six Spanish interprofessional meat organizations, has welcomed the ruling by the Provincial Court of Barcelona, which confirms that the company Foods For Tomorrow, S.L. (Heura) engaged in unfair competition through misleading advertising during the campaign “A beef burger pollutes more than your car.”
The court ruling concludes that the messages disseminated by the company, both in advertising media and on digital and social networks, violated regulations on unfair competition. As a result, the ruling orders the definitive cessation of the campaign, the removal of any remaining published content, and prohibits its future use. Furthermore, it requires the company to publish the court’s decision in a national newspaper, on its website, and on its social media profiles.
A Decision that Reinforces Responsible Communication
The Livestock and Meat Forum believes this ruling supports the principle that competition between sectors must be based on rigorous information and respect for the regulations that protect both consumers and businesses.
In this regard, the director of the Livestock and Meat Forum, Gregorio Rodríguez, stated that the ruling “represents an important step in defending fair competition and respect for an entire sector that is strategic for our country,” noting that free competition benefits the market as long as it is based on truthful messages and not on campaigns that unfairly discredit other sectors.
A Strategic Sector for Spain
The Livestock and Meat Forum has reiterated its commitment to continue promoting communication based on scientific evidence and transparency, contributing to providing rigorous information on livestock production and the meat industry.
The livestock and meat sector is one of the main drivers of the Spanish economy. It contributes over €42 billion to GDP, generates more than 670,000 direct jobs, and supports around 1.5 million indirect jobs, playing a vital role in the food industry, economic development, and rural cohesion.
At ANAFRIC, we share the belief that the debate on food and sustainability must be conducted with rigor, transparency, and respect among all stakeholders in the sector, fostering fair competition and accurate information for consumers.
