Watchdog slams Flora over ad’s ‘healthier’ claim

Unilever Bestfoods has been blasted by the Advertising Standards
Authority (ASA) for claiming that a knob of its Flora margarine makes
vegetables healthier.

The ASA has ruled that a poster and magazine ad for Flora was
misleading. The ad shows t…

Unilever Bestfoods has been blasted by the Advertising Standards Authority (ASA) for claiming that a knob of its Flora margarine makes vegetables healthier.

The ASA has ruled that a poster and magazine ad for Flora was misleading. The ad shows two sweetcorn cobs, one with nothing on it and the other with Flora on it. The caption on the first picture says “healthy” and on the second it says “healthier”.

At the bottom of the ad, it also says: “It’s true, not all fats are bad. Adding a knob of Flora to your food really is healthier, because it’s rich in heart healthy oils Omega 3 and 6 and low in bad saturated fats”.

• The ASA has upheld complaints from Dairy Crest, The Food Commission and members of the public, ruling that adding Flora to a vegetable cannot make it healthier than a plain vegetable. But it rejected complaints that questioned whether Omega 3 and 6 oils are “heart healthy”, ruling that current evidence backs up the claim.• The ASA has also ruled that Thorpe Park, the theme park owned by Tussauds Group, was irresponsible for running a promotion encouraging people to “take a September sickie”. The promotion aimed to encourage people to take advantage of discounted tickets. The promotion was flagged up on Thorpe Park’s website, with links to a “September Sickie” page.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here