It's been about six months now right? I estimate that they've lost around £100 of my custom so far.
However, there is a lot of nitpicking going on by the watchdog there. The omission of 'probably' that most people consider fish not meat(what is it then, a vegetable?!) I am pretty sure I've seen worse lies about how ethically sourced meat used in McDonalds is.
So whilst I hope they go bust soon, and consumers choose own brand or non misogynistic companies, I can't get that worked up about an advert stretching their eco credentials. I mean innocent smoothies were trying to push how eco they are in a recent ad. They're literally selling you a plastic bottle at a mark up, as the fruit blended inside would be much cheaper. How is that an eco product!? Even if they recycle every bottle, the mantra reduce, reuse, recycle goes in that order for a reason.
But on the plus side I don't have to see their smug ads until they make another. Win.