Wakker Dier's 'correction' — one in four cows lame — was itself misleading, the RCC ruled

In October 2025 the Dutch animal welfare organisation Wakker Dier broadcast a radio spot framed as a correction: it had previously claimed one in five dairy cows is lame, and the truth, it now said, was worse — one in four. The spot described cows limping painfully to the milking machine every day, worn out, and urged listeners to 'stop drinking demolition milk'.

The number stood on a meta-analysis of 53 studies across eleven Northwest European countries with an average lameness prevalence of 28%. The Advertising Code Committee found that insufficient to state, without nuance, that one in four cows in the Netherlands is lame — and took issue with the language too: the study scored varying degrees of locomotion problems, while 'limping' conjures severe inability to move. A complaint from a member of the public followed.

The committee ruled the spot misleading on 8 December 2025, and Wakker Dier appealed. On 22 April 2026 the Board of Appeal confirmed the decision (case 2025/00515-CVB): presenting an estimated, variable statistic as an absolute fact — inside an advertisement about correcting a mistake — misled the public and undermined trust in advertising. Violation of Article 5 of the Dutch Advertising Code; a non-binding recommendation not to advertise this way again.

Wakker Dier's correction ad, claiming one in four Dutch cows are lame, was ruled misleading on appeal.

A correction carries a higher burden of accuracy: presenting an estimate as a fixed fact inside an ad about fixing a mistake misled.

A regional average is not a national figure: 53 studies across eleven countries could not support the unqualified Dutch 'one in four'.

Words carry clinical weight: 'limping' pictures severe disability, where the study's lameness scores included milder gait problems.

Advocacy ads still need arithmetic: a corrected claim needs its own evidence — a regional average cannot support 'one in four, in the Netherlands', and the appeal confirmed it.

The Board of Appeal confirmed the misleading finding on 22 April 2026 (case 2025/00515-CVB), upholding the committee's decision of 8 December 2025. Wakker Dier received a non-binding recommendation to refrain from such advertising. Reporting followed in early June 2026.