The animals did have access to pasture

The SimplyOrganic Food Company, based in Northampton, claimed that organic meat products came from animals "fed on vegetarian organic feed".

The firm told the Advertising Standards Authority (ASA) it based its claims about what organic animals were fed, on information from the Soil Association.

But the ASA found that the UK Register of Organic Food Standards (UKROFS) allowed the use of fish products in feed for young animals, meaning it was "misleading" to say it was vegetarian.

Access to pasture

The ASA also upheld a complaint about the company's claim that "all growth promoters, hormones and artificial chemicals are banned".

The UKROFS, which administers organic rules in the UK, permits the use of hormones and artificial chemicals in special circumstances.

However, the ASA rejected criticism of the company's claim that organic animals "have access to pasture".

The watchdog has now advised the company to amend its claims.