Africa’s biggest cattle company has agreed to withdraw an ad which says a healthy lifestyle should involve a daily helping of beef.
In its response, Karan said it had not been negligent in ignoring the possible link between meat consumption and cancer in the article accessible with the QR code that appeared in its ad.
The watchdog’s finding said: “In response to subsequent queries, [Karan] submitted that they will not make reference to daily consumption in future claims without firm evidence.”The health content on“A healthy lifestyle requires lean beef as part of the daily nutritional diet. It is a rich source of protein and contains the nine essential amino acids that your body is unable to produce,” it says. “Protein is the primary nutrient in the diet and is indispensable.
“For a limited, but adequate, intake of cholesterol, the Heart Foundation SA and dietary guidelines recommend that a total of 300mg of cholesterol be consumed daily. “Research studies on SA beef have been clear that a serving of 100g of cooked boneless lean beef provides less than a third of the recommended intake.”
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