ASA WITHHOLDS IMPLICIT ´AS MUCH AS´ NUTRITION CLAIM
Nov 29, 2017
The recent Advertising Standards Authority (ASA) case deals with a Heinz baked beans tv ad. The commercial highlights the nutritional content of baked beans displaying the authorized claims âhigh in proteinâ, âhigh in fibreâ and âlow in fatâ. However prior to displaying the authorized claims for baked beans, the commercial makes an assertion about the protein, fibre and low fat content of an unidentified drink. A comment follows which associates the nutritional features of that unidentified drink with baked beans.
ASA found that such amounts to a âas much asâ claim which is not permitted under the Nutrition and Health Claims Regulation 1924/2006.
ASA Ruling of 29 November 2017 on HJ Heinz Foods UK Ltd Find: link