NARB Agrees Advertiser Can’t Support Aspirational Net Zero Claims

JBS – the second-largest food company in the world – made several aspirational claims about its commitment ​“to be net zero by 2040.” Those claims were challenged by a trade association, who argued that the claims were misleading. As we reported in February, although NAD acknowledged that JBS had taken steps that ​“may be helpful towards achieving net-zero by 2040,” NAD found that those steps weren’t enough to support the implied claim that JBS was currently implementing a plan to ​“achieve net zero operational impact by 2040.” JBS appealed the decision to the NARB.