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Advertiser: Pizza Max
Medium: Online - Social Media
ASAI Code 7th Edition: 3.10, 4.1, 4.4, 4.9, 4.10, 8.1, 8.8, 8.9, 8.11
The advertisement was seen as a post on the advertisers’ Facebook account. The text of the post stated:
“Pizza goes straight to your muscles #pizzamaxenfield” and this was followed by a link to the Pizza Max website and an encouragement to ‘order now’.
An image was included within the post. This featured a slice of pizza in the centre which had an animated smiley face, as well as legs and muscular arms which it was flexing. Framing the pizza was text stating, “Pizza goes straight to your muscles”. In the top left corner was the Pizza Max logo and at the bottom centre of the image was an encouragement to ‘order now’, as well as te URL to the Pizza Max website.
The complainant objected to the line within the advertisement that “pizza goes straight to your muscles”, considering this to be a miscommunication of the nutritional facts surrounding pizza and the amount of it that goes to a person’s muscles. The complainant therefore considered the advertisement to be misleading.
The advertisers failed to provide a response to the complaint.
The ASAI Executive examined the EU Register of Health Claims and noted that the claim “Pizza goes straight to your muscles” was not an authorised health claim. The Executive further noted that there were no health claims, authorised or non- authorised, relating to pizza listed on the EU Register.
The Complaints Committee considered the detail of the complaint. The Committee expressed concern at the advertisers’ failure to respond to the complaint. They reminded them that there is an onus on advertisers to ensure that their advertising is in conformity with the Code.
The Committee considered that the claim “Pizza goes straight to your muscles” was a health claim but noted that it was not an authorised claim on the EU Register of Nutrition and Health Claims. They also noted that it was not accompanied by a specific authorised health claim. In light of this and as no response had been received from the advertisers, the Committee considered the advertisement to be misleading and in breach of Code sections 3.10, 4.1, 4.4, 4.9, 4.10, 8.8 and 8.11.
The advertising must not appear in its current form unless evidence is provided for the claim made in the advertising.