The Advertising Standards Authority (ASA) has confirmed what we’ve long warned: Red Tractor has been greenwashing. In October 2025, the ASA upheld River Action’s complaint, ruling that Red Tractor – the UK’s largest farming assurance scheme – misled the public about its environmental standards and exaggerated the benefits of Red Tractor endorsement.
But this isn’t just historic – Red Tractor assured farms are still linked to pollution and regulatory failure. Between 2020-2025, a staggering 4,353 Red Tractor assured farms were found to be non-compliant with environmental regulations – that’s 60% of all Red Tractor assured farms inspected. Yet supermarkets are using the label to reassure shoppers of the environmental credentials of their products. It’s time retailers take stock of what’s on their shelves, up their standards and call out Red Tractor.
