UK: Advertising watchdog finds Walkers salt claims ‘misleading’
By: just-food.com | 16 August 2006
The UK's Advertising Standards Agency (ASA) has upheld two complaints brought by the campaign group Consensus Action on Salt and Health (Cash) against PepsiCo's Walkers crisps leaflets.
The ASA found that on the leaflet Walkers incorrectly implied that most packs of Walkers crisps contained less than 8% of the recommended daily amount of salt. However, 12 varieties contained more than 8%, the Agency noted. Additionally, the ASA said that the leaflet did not take into account children's recommended intake levels.
Cash also questioned Walkers' claim that a bag of crisps contains less salt than a slice of white bread, but the ASA dismissed this complaint.
In the UK, it is recommended that adults do not consume more than 6g of salt a day.
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Last year, a major promotional campaign in the UK warned of the dangers of high salt intake, linking it to increased risk of heart disease and high blood pressure. But the campaign, run by Consensus Action on Salt and Health (CASH), was widely criticised by the salt lobby as “government-funded propaganda” that unfairly demonised the product. So just whom are we supposed to believe, asks Chris Jones.
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