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

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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.

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