The Advertising Standards Authority has upheld a BPEX complaint about a trade magazine advert placed by Dutch meat giant Vion.
In the ad, Vion said it used "only meat from healthy animals treated according to the latest animal welfare regulations".
BPEX said this was misleading as it implied that all the pigmeat Vion imported conformed to UK welfare rules, which it claimed was not the case. The ASA agreed.
Vion had argued that there was no mention of the UK in the ad. Spokesman Robert Smith said: "We're disappointed. It was a generic meat ad, and not just about pork."