ASA orders Mller to pull misleading ad campaign

The Advertising Standards Authority has banned a campaign for Mller’s Little Stars range because it misleadingly implies that all the ingredients used are naturally produced.

mullerThe Advertising Standards Authority has banned a campaign for Müller’s Little Stars range because it misleadingly implies that all the ingredients used are naturally produced.

The watchdog ruled against the TV and press ads after Yoplait Dairy Crest challenged whether Müller’s claim that the range is made from “100% natural ingredients” is fair and accurate.

On the TV ad, created by TBWA/London, a voiceover states that Little Stars are made from as “little as” five ingredients “all of which are pure and natural, so it’s like getting a helping hand from mother nature” and finishes with onscreen text stating “100% natural ingredients”.

The press and magazine ads make similar claims.

Müller says there is widespread use of the word “natural” to mean ingredients “derived from living organisms” in food labelling and other advertising.

But the watchdog concluded that consumers are likely to judge whether ingredients are “natural” or “100% natural” in terms of their origin and other processing undergone and are likely to trust that the claims can be substantiated.

The ASA also ruled that use of the words “helping hand from mother nature” in both the TV and press ads also misleadingly implied that all the ingredients are completely natural.

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 3703 or email customerservices@marketingweek.com

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