The UK’s advertising watchdog has ruled that a Young’s Seafood television commercial was misleading in its representation of how much saturated fat one of its fish products contained.
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The advert, for Young’s Chip Shop Fish Fillets, featured a voiceover stating: “Young’s Chip Shop Fish Fillets are made with a blend rich in sunflower oil, so they’re better for you because they’re now less than 5% saturated fat.”
The advert also claimed that the fish was “better for you” because “they’re a natural source of omega 3″.
A complaint, issued by rival firm Birds Eye Iglo Group, said that the advert implied the product was low in saturated fat and exaggerated the nutritional benefits of the product.
While Young’s argued that the advert claimed the product was lower in saturated fat than it used to be – rather than being low in saturated fat – the Advertising Standards Authority (ASA) said the “overriding impression” was that the fish fillets were low in saturated fat.
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By GlobalData“We concluded that the advert exaggerated the nutritional benefits of the product and was therefore misleading,” a spokesperson for the ASA told just-food.
According to EU legislation, for a product to claim to be “low in saturated fat” it must have 1.5g or less of saturated fat per 100g. The Chip Shop fillets contain 4.6g of saturated fat per 100g.
The ASA said that Young’s cannot air the advert again in its current state.
Young’s could not be reached for immediate comment as just-food went to press.
