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August 16, 2006

UK: Advertising watchdog finds Walkers salt claims ‘misleading’

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 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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