Actin’ well at Actimel
Posted on | October 14, 2009 | No Comments
So it sems that Actimel have gone and gotten their advert claming that their product was “scientifically proven to help support your kids’ defences”. Advertising Standards Authority said that there wasn’t the evidence to support this, even though Danone, the manufacturer, had handed over all of their research to back up their claims, the ASA wasn’t ‘aving none of it!
The Ambrosia of the kids (allegedly)
To be fair though, they weren’t disputing the product itself, just that the evidence wasn’t sufficient for this particular claim. Just goes to show that some of the Ads you see on TV might not actually, after investigation, turn out to actually meet the claims that they make.
I’ve taken Actimel myself before and found them pretty delicious, so a small ruling like this probably wouldn’t deter me from buying them in future (I wasn’t buying them particularly thinking they would improve my health, I just fancied a yogurt-esque shot of a morning) but I’d imagine the press that this ban has received could directly affect the core selling point of the product.
Time for the manufacturers to think again… HMM, DANONE! (Couldn’t resist.)
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