Il latte non è «indispensabile». La Lega antivivisezione blocca lo spot del Ministero

Né fondamentale né indispensabile. Su questa base la Lav è riuscita a bloccare una pubblicità a favore del latte commissionata dal ministero delle Politiche agricole alimentari e forestali (Mipaaf), che definiva questo alimento appunto «fondamentale» e «indispensabile» per l’alimentazione umana.

L’associazione animalista, che sta sposando sempre di più le posizioni del veganesimo, che rifiuta qualsiasi prodotto di origine animale, ha denunciato al Giurì della pubblicità il Mipaaf per la campagna #oradellatte. L’Istituto di autodisciplina pubblicitaria ha dato ragione alla Lega antivivisezione chiedendo al ministero di far cambiare la pagina del sito apposito, oradellatte.it, togliendo la frase incriminata.

La campagna nata per promuovere il consumo del latte ha come testimonial il famoso chef Carlo Cracco, il nutrizionista Giorgio Calabrese, la conduttrice Cristina Parodi, e l’ex calciatore Demetrio Albertini.

Apporto proteico necessario anche tramite vegetali
Sulle pagine della campagna, costata 120 milioni di euro, infatti, si definisce «fondamentale» questo alimento «in tutte le fasi della vita degli individui», affermando che «per una corretta alimentazione quotidiana» è «indispensabile per il nostro organismo, sia per quanto riguarda la fase dello sviluppo che nell’età adulta». Ma secondo l’organismo regolatore della pubblicità «l’apporto proteico e di nutrienti fornito dal latte può essere sostituito senza inconvenienti da altri cibi non di origine animale».

Il precedente della carne Mellin
Gianluca Felicetti, presidente della Lav ha commentato ricordando che: «Il termine indispensabile è stato già censurato come ingannevole negli anni scorsi dall’Istituto di autodisciplina pubblicitaria, su nostra istanza contro Mellin e Consorzi di produttori di carni che intendevano accreditare il messaggio che è impossibile vivere senza alimentarsi con proteine animali, e questo è contraddetto dalla vita di milioni di vegani e di intolleranti al lattosio in tutto il mondo e in tutte le epoche».
Lorenzo Misuraca
(testmagazine.it)

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