The UK’s advertising regulator has banned a Nestlé TV ad campaign for its cereals that recommends three servings of whole grains a day.
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The Advertising Standards Authority (ASA) said the “three-a-day” claim was misleading and could be confused with the government-backed five-a-day message on fruit and vegetables.
“We thought the average consumer would be confused by the three-a-day message,” a spokesperson for Advertising Standards told just-food. “Consumers may have thought Nestlé’s three-a-day message was supported by the government when it was just a commercial message.”
While the UK’s Food Standards Agency encourages people to eat more fibre, the authority does not suggest three servings of fibre a day.
Nestlé claims studies have found links between wholegrain consumption and prevention of heart disease, diabetes and cancer. The company maintains its advert is accurate and substantiated.
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By GlobalData“We take great care to ensure that the information in our advertisements is accurate and substantiated. We are continuing to liaise with the ASA about this matter,” a spokesperson for Nestlé UK told just-food.
