In its ruling issued this Wednesday, the ASA agreed with a complainant that a local press advert for Arla Foods’ organic milk using the text “good for the land” and “helping support a more sustainable future” was misleading.The co-op argued that one of the key principles of organic farming was good treatment of the land with sustainability at its heart. Arla Foods backed this up with the Soil Associations’ organic standards document and added that it had taken steps across its business to ensure the sustainability of its organic milk through the full life cycle of the product.