Holland & Barrett's ad pulled over association with diet programme
LONDON - Holland & Barrett has been ordered not to run its latest ad again when a rival complained it was misleading after the health food store used the strapline 'You are what you eat' during a break for the Channel 4 show of the same name.
Julian Graves, which sponsors the show starring nutritionist Gillian McKeith, also complained that the ad created by Guerilla Communications claimed that there was "up to 50% off fruit, nuts, seeds and snacks" and was in breach of codes for not proving the evidence of its claims.
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The Broadcast Advertising Clearance Centre said it cleared the ad because it believed "you are what you eat" was a familiar phrase often used in discussions about food.
However, the Advertising Standards Authority said it felt that viewers would identify it with the title of the Channel 4 health programme 'You Are What You Eat', during which it was broadcast, and may therefore have been misled into thinking the advertiser was associated with the programme.
The ASA has ruled that the ad should not be shown again in its current form.
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Holland & Barrett: ad not to run again
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