Young’s Seafood has said that it is “disappointed” with the UK’s Advertising Standards Authority ruling that its advert for Chip Shop Fish Fillets was “misleading”.
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The ASA upheld a complaint from rival Bird’s Eye Igloo Group when in said the television commercial 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 ASA said the “overriding impression” was that the fish fillets were low in saturated fat.
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The ASA said that the company had to stop airing the commercial.
However, Young’s marketing director Yvonne Adam said that the commercial “highlighted the obvious improvement in our new Chip Shop Omega3 fillets”.
“Despite the fact that more than 5m people viewed the commercial on prime time TV not a single consumer complained about it. In fact, the only objection was from our major competitor,” she added.
A spokesperson for Young’s told just-food that it was currently mulling whether to launch an appeal against the decision.
“Young’s has not made a decision yet on whether to appeal the ruling at this time,” the spokesperson said.
