Organic milk not good for the land, says ad watchdog

Buy a pack of organic milk and generally you feel you have done the world and the environment a service - albeit a small, litre-sized one.  After all, you think, a happy cow in a grassy field is probably a good thing, environmentally speaking.Which is probably why Arla decided to say its organic milk was "good for the land" and "a more sustainable future".But the Advertising Standards Authority (ASA) said the claim was "misleading" and has banned the ad.Arla placed its ad in a local paper in November last year and someone, known simply as "the complainant", reported it to the ASA. Arla Foods is no small-scale outfit. It is a massive European milk co-operative ranked as the fourth-largest milk producer in the world.his is what the ASA said: "We did not consider [Arla] had substantiated that organic milk production had an overall positive impact on the environment, taking into account its full life-cycle."The key problem here is not that the ASA thinks that organic milk is not all it's cracked up to be.It's saying that Arla simply failed to prove that it was good for the environment, specifically through its "full life-cycle", taking into account milk's total environmental impact.