The legal battle between Danish Crown and the Danish Vegetarian Association and the Climate Movement over misleading marketing slogans has finally come to an end. Danish Crown has agreed not to use terms that could mislead consumers about its environmental practices.
In a recent statement released by Danish Crown, the company acknowledged that its marketing slogans, such as “Danish pig is more climate-friendly than you think” and “climate-controlled pig,” did not comply with marketing laws. The company has accepted a ban on using these statements in future marketing campaigns.
The case started in 2021 when the slogans received backlash from the Vegetarian Association and the Climate Movement in Denmark. While the Western High Court ruled in favor of Danish Crown on the climate-friendly term, it found the “climate-controlled pig” phrase to be a violation of the Danish Marketing Practices Act.
Following the opposition and legal proceedings, Danish Crown withdrew the marketing campaigns in 2021. The company has now admitted its mistake and pledged to abide by the marketing laws moving forward.
According to Danish Crown, the lawsuit prompted a reflection on the boundaries of communicating sustainability. The company believes that it is essential for businesses to communicate their climate actions effectively while maintaining transparency.
The Climate Movement and the Vegetarian Association also responded to Danish Crown’s admission, highlighting the importance of accurate marketing in the food industry. They commended Danish Crown for acknowledging the impact of their products on the environment.
As part of the settlement, Danish Crown will pay legal costs and focus on transitioning to a less climate-impacting production. The company plans to communicate its climate actions within the boundaries set by the Western High Court’s decision.
Both the company and the campaign groups stressed the need for businesses to be mindful of their environmental impact and to avoid greenwashing their products. Danish Crown’s commitment to sustainability and transparency signals a step in the right direction for the food and beverage industry.
Rune-Christoffer Dragsdahl, the secretary general of the Vegetarian Association, emphasized the need to reduce meat production and prioritize reforestation to combat climate change. He called for a collective effort to address the environmental challenges posed by the food industry.
The joint statement from the campaign groups underscored the significance of Danish Crown’s decision to transition to a more sustainable production model. They encouraged other companies to follow suit and prioritize environmental stewardship in their operations.
In conclusion, the resolution of the legal dispute between Danish Crown and the campaign groups highlights the growing importance of ethical advertising in the food and beverage industry. By holding companies accountable for their marketing practices, consumers can make more informed choices about the products they buy.
