The UK ad watchdog has criticised Unilever over a “misleading” claim in an advertisement for Flora Pro-Activ.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Discover B2B Marketing That Performs

Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.

Find out more


The Advertising Standards Authority said Unilever’s claim that “three out of four doctors would recommend Flora Pro-Activ mini drink” wrongly implied that the UK doctors surveyed would recommend the brand over another product.


The ASA said the doctors surveyed by Unilever were allowed to recommend more than one product. Half of the doctors had also recommended another cholesterol-lowering drink.


However, the watchdog dismissed a second compliant that the number of doctors surveyed – 150 – was not a “representative” voice of the profession.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Just Food Excellence Awards - The Benefits of Entering

Gain the recognition you deserve! The Just Food Excellence Awards celebrate innovation, leadership, and impact. By entering, you showcase your achievements, elevate your industry profile, and position yourself among top leaders driving food industry advancements. Don’t miss your chance to stand out—submit your entry today!

Nominate Now