Nestle Cereal Ad Complaint Rejected
Aug 30, 2012 09:05 AM EDT | By Sharon Robinson
In a surprise move, the Advertising Standards Authority (ASA) supported Nestle, when the Children's Food Campaign (CFC) accused the company of making wrongful claims in an advertisement.
Nestle UK's advert campaign "Battle of Breakfasts" caught the attention of the CFC. The group claims that the advert is breaking ASA's rules by asking children to "eat wholegrain three times a day,' even though ASA had ruled Nestle not to do so, in 2008.
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However, Nestle hit back saying that though the advert previously said "experts say," it had now been changed to "experts recommend." Moreover, the ad also cites data from the USDA Dietary guidelines for Americans. According to Food Navigator, this prompted ASA to reject CFC's complaint.
The CFC, after the initial surprise over ASA's ruling, has decided to pursue the case, according to Food Manufacturers UK. According to a spokesperson from CFC, the case will once again be brought up Sept. 7, when the ASA Council meets next, the report added.
CFC also filed a complaint against Swizzles Matlow, a confectionery company, reports The Advertisement Journal. A section of the company's website, Swizzles Town, has been accused of using a licensed character for advertising, and the same section prompts children to eat candy, while hiding it from their parents, reports Food Navigator.
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