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.
“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.
