Waitrose told to pull plug on pig ads

The ads, featuring chefs Heston Blumenthal and Delia Smith, said pork sold under the retailer's Essential Waitrose label was "outdoor bred", despite the pigs living in sheds after weaning.

A television ad showed Blumenthal outdoors with the pigs, saying: "In my opinion, some of the best tasting pork comes from British pigs that have been outdoor bred, just like these porkers from Norfolk," and asking the farmer: "So, Phil, what is it about outdoor-bred pigs that makes the meat taste so good?"

The farmer replies: "I think it's got to be the environment they're living in; plenty of fresh air, cereal-based diet and of course a comfortable bed."

Five members of the public complained to the Advertising Standards Authority.

Defending the ad, Waitrose said "outdoor bred" was a standard industry term for pigs born in fields and kept there until weaning, when they were moved into "light and airy" sheds.

n An ad for Hovis Hearty Oats bread featuring a teenage girl causing havoc at school has escaped a ban despite complaints that it condoned anti-social behaviour and bullying.