Australia’s advertising watchdog has found that Splenda adverts describing the artificial sweetener as: “Made from sugar, so it tastes like sugar” clearly differentiate the product from sugar, but added that the tagline should more clearly refer to the sweetening ingredient.
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In its ruling, the Advertising Claims Board (ABC) said that advertisements for Splenda should highlight that the product is made from sucralose to avoid confusion.
In a statement released following the ruling, McNeil Nutritionals, who manufacture and market Splenda, said: “While McNeil Nutritionals believes the advertisement at issue was clear to consumers on this point, it is working to find ways to further enhance the clarity of this communication. McNeil Nutritionals is committed to helping consumers understand the benefits and differences of Splenda Sweeteners and will continue to ensure its advertising represents the products in an accurate and informative manner.”
