Fish advert misled over fat content
The advertising watchdog has ruled that a television advertisement for fish in batter mislead the public about how much saturated fat it contained.
The voice-over said: "Young’s Chip Shop Fish Fillets are made with a blend rich in sunflower oil, so they’re better for you because they’re now less than 5% saturated fat."
Small text in the top right-hand corner of the screen stated "Reduced by 40% vs 2006" as the text "LESS THAN 5% SATURATED FAT" appeared in large letters over the plate of fish and chips.
Birds Eye Iglo Group (Birds Eye) complained to the Advertising Standards Authority (ASA) that the advert implied the product was low in saturated fat, and exaggerated the nutritional benefits of the product.
Young’s Seafood, of Grimsby, said the claim made was not that the product was low in saturated fat, but that it was lower in saturated fat than it had been previously.
But the ASA said the overriding impression created was that the product was low in saturated fat, and not simply that it was lower than the previous product.
The ASA said the advert must not be broadcast again in its current form. Young’s expressed disappointment at the ruling.
Copyright © PA Business 2008
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