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Government-Backed Meat Ad Campaign Targets Gen Z in Veganuary

Image of a person eating a hamburger. Image by Szabo Viktor via Unsplash

A recent campaign launched by the DEFRA appointed Agriculture and Horticulture Development Board has faced criticism for contradicting scientific evidence. Experts say, the 'Let's Eat Balanced' campaign, describes misleading information that ignores negative health impacts associated with meat and dairy-rich diets, and lacks adequate attention to environmental issues connected to heavy meat consumption.

DeSmog, a climate change news outlet working to dispel misinformation, recently reported that the 'Let's Eat Balanced' campaign has faced criticism from experts who argue that it contradicts scientific evidence. The campaign, launched by the DEFRA appointed Agriculture and Horticulture Development Board was designed to increase meat and dairy consumption among young people between the ages of 11 and 25. The £4-million ad campaign has been described as misleading for ignoring the negative health consequences of a meat and dairy-rich diet, as well as overlooking the significant environmental impact of heavy meat consumption. 

This news report claims that despite the controversies and criticism of experts, the campaign is now already in its fifth year and mainly targets Generation Z. Short videos published on multiple social media outlets highlight the vitamin B12 content of meat or the calcium levels of milk but fail to mention the negative health impacts of a diet rich in animal products. Supermarkets' support for the campaign has also drawn criticism, with concerns raised about the environmental implications of promoting increased meat and dairy consumption. Critics further argue that the campaign potentially influences public perceptions of balanced and sustainable diets and undermines the NetZero promises of supermarkets.

Read more here and see information on what we can consider as a healthy and sustainable diet in our explainer What is a healthy sustainable eating pattern?

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