ASA investigates Knorr Vie Shots health claim

The Advertising Standards Authority (ASA) is investigating complaints about ads for Unilever brand Knorr Vie Shots, two years after it upheld complaints about a similar campaign for Knorr Vie soups

The television ads, created by JWT for the range of smoothies that are made from concentrated juices, claim that each bottle contains three of the five recommended daily portions of fruit and vegetables. The campaign has drawn 11 complaints challenging the claim. The ad shows a variety of fruit and vegetables spouting out of Vie Shots bottles.

In 2003, a campaign for Knorr Vie soups was banned by the ASA after complaints by the Food Commission, which claimed the soups contained too much salt (MW July 10, 2003).

vThe ASA has found that claims made in ads for Boots anti-cellulite cream are misleading and has asked the company not to repeat them.

The national press ads, created by Mother, suggest that using the balm will lead to a “sleeker silhouette”. However, after investigating the results of a study into the effects of the cream, the ASA has ruled that the impact of the product was “not discernibly greater” than that of a regular moisturiser.

vThe ASA has also rejected complaints that ads for insurer Swiftcover.com denigrated call-centre workers.

The Mortimer Whittaker O’Sullivan-created ads depicted call-centre workers as chickens, leading to 80 complaints. However, the ASA has ruled that the comparison did not denigrate call-centre staff.