ASA WITHHOLDS IMPLICIT ´AS MUCH AS´ NUTRITION CLAIM

The recent Advertising Standards Authority (ASA) case deals with a Heinz baked beans tv ad. The commercial highlights the nutritional content of baked beans displaying the authorized claims ‘high in protein’, ‘high in fibre’ and ‘low in fat’. However prior to displaying the authorized claims for baked beans, the commercial makes an assertion about the protein, fibre and low fat content of an unidentified drink. A comment follows which associates the nutritional features of that unidentified drink with baked beans.

ASA found that such amounts to a ‘as much as’ claim which is not permitted under the Nutrition and Health Claims Regulation 1924/2006.

ASA Ruling of  29 November 2017 on HJ Heinz Foods UK Ltd Find: link