An advertising feature for Lidl offered:
“Tasty back to school breakfast ideas.”
The bottom of the page featured a recipe for “HEALTHY eggy Bread.” The recipe was accompanied by a picture of three thick slices of French toast on a plate with strawberries and blueberries scattered on top of the bread and around the plate. The top slice of French toast was spread with maple syrup which was dripping down the other two slices.
A "top tip" was provided alongside the above which stated "add fresh fruit or crispy bacon and maple or golden syrup to the bread for an extra special treat". The recipe and method to make the “Healthy eggy bread” were also provided alongside the information that the recipe would serve four hungry children.
The complainant said that, while she was not a nutritionist, she considered what was offered by the advertisers as a “Healthy” breakfast was far from such. She also considered that the absence of any solid nutritional information to accompany the recipe was misleading by omission.
The advertisers said that having reviewed the recipe in question they concluded that describing the eggy bread as being ‘Healthy’ could indeed be regarded as somewhat far-reaching, owing to the absence of solid nutritional information for such a claim. They also said that it had never been their intention to mislead their customers with the recipe provided, but rather, in good faith they had wished to provide a quick and easy recipe option to assist them with back to school preparations. Going forward they said they would endeavour to be more cautious with recipes and associated imagery, and would also ensure that their editorial collaborators did the same.
The Complaints Committee considered the detail of the complaint and the advertisers’ response. They noted that the advertisers had accepted that in this case the claim was not appropriate and that in future greater care will be taken with marketing claims and imagery. In the circumstances the Committee considered that the advertising was in breach of Sections 2.9 and 6.4 of the Code.
The advertising should not be used again. The Complaints Committee also reminded all advertisers that they must be able to provide substantiation for claims, including health claims, made in their advertising.