Supermarket ad banned for ‘denigrating’ horsemeat tests by Irish officials

An Iceland supermarket ad in the UK has been banned for “denigrating” Irish food safety officials’ testing for horse meat in its burgers.

The national press advert headed “Food You Can Trust” said the Food Safety Authority of Ireland found traces of equine DNA at 0.1% in two Iceland quarter-pounders.

However, the ad went on to claim that the testing method used by the Irish authority “was not an accredited test” and the accepted threshold level was 1%, or 10 times the level reported in the Iceland product.