ASA upholds complaints over tooth-whitening ads

An ad featuring a radio presenter endorsing a tooth-whitening service has been banned by the Advertising Standards Authority (ASA).

The ad for Smile Teeth Whitening Studios was broadcast on radio station LBC, and featured LBC presenter Nick Ferrari. Although the voice was not identified as Ferrari’s, he used the personal “I” pronoun and some listeners recognised the presenter.

Under the CAP (Broadcasting) Radio Advertising Standards Code, presenters are barred from endorsing products on the station they work for. The ASA upheld two complaints.

Meanwhile, television ads for Innocent smoothies have been cleared by the ASA after the watchdog received complaints that they misled viewers.

The ads showed fresh fruit disappearing into a carton with the strapline “Your daily fruit”. A viewer complained that Innocent used frozen fruit instead of fresh, claimed the amount of fruit shown would not fit into a carton, and that the drinks did not meet government recommendations on fruit and vegetable intake.

Innocent explained that it did sometimes use frozen berries because they retained more nutrients and that the amount of fruit shown in the ads was typical for a carton. The ASA also rejected the suggestion that the ad claimed it satisfied government guidelines.

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