Advertising watchdogs will rap retailers and producers who exaggerate the benefits of organics following new guidelines published this week. The Committee of Advertising Practice said that it would no longer be acceptable for advertisers to flag organic foods as chemical free or "environmentally friendly" because some substances were still permitted during production. Claims that organic products are safer, healthier or taste better than conventional products would also be banned unless there is "convincing evidence" to the contrary. Boasts about organic foods being cheap would fall foul of the new guidelines if they turned out to be "significantly more expensive" than conventional products. The guidelines apply to all printed adverts. {{NEWS }}