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Danone’s Actimel Drink Advert Banned


A TV advert for Danone’s Actimel yoghurt drink has been banned by the Advertising Standards Agency (ASA) in the UK.

The Actimel advert claimed the yoghurt drink was “Scientifically proven to help support your kids’ defences” and showed an image with the text “Scientifically proven”.

One viewer challenged whether these claims could be substantiated.
Danone provided evidence of scientific studies it had conducted but the ASA found this did not support the claim made in the ad that a serving of Actimel was scientifically proven to support the defences of normal, healthy school-aged children against common, every-day childhood infections.

It concluded that the advert was misleading and breached CAP (Broadcast) TV Advertising Standards Code rules 5.1 (Misleading advertising), 5.2.1 (Evidence) and 8.3.1 (a) (Accuracy in food advertising).

Danone is a worldwide company with two businesses in the UK – Danone UK and Danone Waters UK and Ireland.

The latter is responsible for Badoit, the Volvic range and Evian, the world’s best-selling mineral water brand.

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Friday, January 19, 3:40 pm

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