The Advertising Standards Agency (ASA) ruled Kent-based Taywell Ice Creams had fallen foul of EU Regulation 1924/2006 on health and nutrition claims for using the terms ‘say no to added sugar’, ‘refined sugar free’ and ‘an extra source of calcium and B vitamins’.
Perfect World complaint
In upholding the complaint submitted by rival firm Perfect World, the ASA noted that, according to the Regulation – which was reflected in the Committee of Advertising Practice Code – only nutrition claims listed in the annex of the Regulation were permitted in ads promoting foods, and that marketers must ensure that they met the conditions of use associated with them.