Misleading Nestle health ad aggrieves vegans
www.brandrepublic.com , by Daniel Farey-Jones, 28 Sep 2005
LONDON – Nestle has come off the worse in a brush with vegans, who took it to task for claiming that dairy products were "essential for healthy bones" in an ad featuring its Sveltesse Optimise dairy drink.
The Vegan Society and a member of the public complained to the Advertising Standards Authority about the claim made in an advertorial on AOL's website.
The claim was made in an article titled "Mastering Your Metabolism Part 3: Eat Well, Feel Great".
The ad watchdog agreed with the complainants that the advertorial misleadingly implied that dairy products were the only source of calcium, and advised Nestle to amend the claim.
Nestle had told the Advertising Standards Authority that it had not intended to suggest that dairy products were the only source of calcium. It argued that dairy products were regarded as the primary source of calcium by the public and nutritionists.
Bookmarks