Managing Director Don Staniford sent a written complaint to the ASA following the debut of the print ads in the Daily Mirror and Daily Mail, contending among other things that the campaign falsely represents its product as "natural" when it uses colorants and medicated feeds and contains toxins; and that Scottish salmon is not a unique product, but the same as salmon being produced around the world.

"The Scottish Quality Salmon campaign is seriously misleading," Bruce Sandison said. "It's more concerned with public relations than with fact."

SQS