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Bulletin: 14/4
Batch: 221
Reference: 22558
Product: Food
Advertiser: Green Farm Foods
Agency: Guerilla Scope
Medium: Online, Television
The advertisement featured a chopping board with the voice over text appearing on the board.
The voice over stated:
“Nothing. Nothing but the best. Nothing but great taste. Nothing but natural cooked here in Rathowen County Westmeath. Nothing but low in fat and high in protein. Nothing but low in calories. Like our sweet chilli and lime chicken breast, torn for taste. Or try our traditional roast beef or any of the Green Farm range. Green Farm Foods nothing but natural. “The Green Farm Foods website provided details on the products offered, including their nutritional information and ingredients.
The complainant considered that the television advertisement was misleading as the claim to be low in calories was inaccurate. He noted that in order to claim that a product was low calorie (low energy), EU Regulations1 stated that it must not contain more than 40kcal per 100g, however, one of the products featured in the advertisement had a calorific level of 120kcal per 100g.
1 Regulation (EC) no 1924/2006 of the European Parliament and of the Council of 20 December 2006 on nutrition and health claims made on foods
The advertisers stated that having checked the legislation, they accepted the claim was incorrect. They apologised and said that they would amend the advertisement.
Complaint Upheld.
The Complaints Committee considered the detail of the complaint and the advertisers’ response. They noted that the claim that the product was ‘low in calories’ was inaccurate and considered therefore that the advertisement was in breach of Section 6.4a of the Code.
Action Required:
The Complaints Committee told Green Farm Foods to remove the “low in calories” claim from their advertising and reminded them of the need for accuracy when making health or nutritional claims for food products.