ASA censures environmental group over disposable nappies leaflet

The Advertising Standards Authority (ASA) has upheld a complaint, made by a trade body representing UK nappy manufacturers, against an activist group’s leaflet that encouraged the use of reusable nappies instead of disposables. The Absorbent Hygiene Products Manufacturers Association (AHPMA) challenged five statements made by the Women’s Environmental Network (WEN), including: “Savings from using real nappies for a first child alone can amount to &£600” and “Protect your baby’s skin from unknown chemicals”. The ASA upheld four of the five complaints made. Last year, WEN complained against the nappy manufacturers when a leaflet, titled Nappy Information Service, was distributed. The leaflet claimed that there is no environmental benefit in using washable instead of disposable nappies (MW September 6, 2001). AHPMA represents the likes of Procter & Gamble, Kimberly-Clark and SCA Hygiene. ⢠The ASA has rejected complaints against a McDonald’s press campaign which carried the headline “5 star Fuel” and “New big breakfast bun… fill up properly in the morning”. The complainants objected that the breakfast bun is not a “proper” nutritional breakfast and that the ad is misleading. The campaign was created by Leo Burnett.

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