Supermarket chain Albert Heijn is misleading the public by advertising its own-label milk as coming from cows which live outdoors, the advertising standards authority said on Friday.

The case was brought by an organic farmer who says the advert gives the wrong impression about modern dairy farming because many cows are kept permanently inside.
Albert Heijn said in its defence that a ‘considerable’ percentage of the milk it sells comes from cows which spend time in the pasture.