Sheep groups in the UK have complained to the Advertising Standards Authority about an image used by the government's Food Standards Agency on posters encouraging consumers to check the hygiene rating of restaurants and food retailers. The offending advert features a photograph of a lamb chop in a urinal.

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On Monday (19th March), the National Sheep Association called on the FSA to "rethink a current advertising campaign," which NSA described as focusing on "beautifully presented lamb chops photographed in the bottom of an urinal."

The campaign is intended to raise awareness of food hygiene issues in restaurants and other food outlets, but NSA said it is "appalled" by the choice of photograph, and claimed that "lamb has been singled out and saddled with such a negative image." The group claims FSA's campaign could undermine its own advertising to promote red meat.

NSA Scotland Development Officer George Milne, said on Monday, "This advert is an absolute disgrace and portrays lamb is the worst possible way. Sheep farmers in the UK produce lamb to such an incredibly high standard – we have farm assurance inspections, full food-chain traceability, in-depth animal health and medicine records – and now we are faced with this photograph of lovely lamb cutlets in the bottom of a toilet. Even if you understand the message of the advert, which is not easy when the image is wrapped around bus shelters and telephone boxes, it still casts red meat in a very poor light."

Milne said NSA has written to FSA "voicing extreme displeasure" at the advert and asking for its removal, as well as contacting the ASA to complain.

However, FSA said that NSA has "completely missed the point" of the advert. A spokesperson told Farming Online, "The advert does show some delicious looking lamb in a strange setting. The point is that this is about food establishments, not the food itself. You need to check hygiene standards when you're eating out. We trust the intelligence of the public on this one. We don't think anyone will be put off eating lamb by this advert."