Weetabix has had its second UK television advert banned in the last month by the country’s advertising watchdog.

The advert for its namesake Weetabix cereal, which was broadcast in July 2011, showed a family having breakfast and comparing their busy days. The ad showed a bowl of Weetabix with milk and the packet, which read ‘Weetabix Slow Release Energy’ and the tag-line ‘Fuel for Big Days’.

The Advertising Standards Authority (ASA) said it received four complaints over the cereal maker’s claim of ‘slow release energy’. The claim, they said, was misleading because they understood Weetabix contained a high glycemic index (GI) rating.

Weetabix confirmed they thought the claim was likely to be understood as one of health, and highlighted the use of milk by the vast majority of consumers. The company provided three surveys showing the majority of consumers age their Weetabix with milk, in addition to studies around its GI test.

The ASA said the advert did not expressly state that the claim highlighted that the cereal be eaten with milk, and that due to the absence of “additional qualifying information”, some viewers might assume the claim referred to Weetabix itself.

As a result, the ASA concluded the claim must not be broadcast again in its current form and the claim ‘packed with slow release energy to keep you going’ must highlight the related consumption of Weetabix with milk.

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By GlobalData