Regulator takes 'non-scientific' Actimel ad off-air
LONDON - The Advertising Standards Authority has banned a TV ad for Actimel after a viewer complained about the ad's "scientific" claims.
The viewer felt the claim that Actimel was "scientifically proven to help support your kids’ defences" was inaccurate and questioned whether it could be substantiated.
Danone UK, which produces Actimel, said the brand's health benefits had been proven in 23 studies, eight of which had been on children up to 16 years of age. It added that the claim "scientifically proven" had featured in its Actimel ads since November 2007.
The ASA noted that the ad was likely to lead consumers to believe the product would protect kids against everyday childhood infections.
Danone supplied the regulator with the studies to support the ad’s claim. The children in one study were between six and 33 months old, and therefore of a considerably lower age-group than the target group of school-age children suggested by the ad.
The watchdog assessed each of the studies conducted by Danone, but found that the data did not adequately support the claim in the ad. For this reason, it concluded the ad was misleading and must not be broadcast again in its current form.
This article was first published on campaignlive.co.uk
Latest jobs Jobs web feed
- Senior Account Manager fishtank 32k to 42k per year GBP, Maidenhead, Berkshire
- Graphic/Web Designer fishtank 17k to 27k per year GBP, United Kingdom
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
- Digital Brand Manager Nike Europe Competitive + attractive relocation package for foreign hires, Amsterdam
- Head of Media, Marketing & Communications PGA Competitive, Sutton Coldfield, West Midlands
- senior planner > SPORTS BRANDS collectivo Up to £90,000 plus benefits, London
Integrated digital marketing offers huge opportunities to engage, servic...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...
A recent Brand Republic survey revealed that 78% of respondents felt und...