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Warburtons wholemeal loaf

< div class =" inline_image image_size_full" data-attachment="248085" data-sequence =" 2" >< img alt =" Warburtons wholemeal loaf "src ="" dimensions="( max-width: 1023px) 100vw, 780px" class =" lazyload" size =" 900" elevation =" 600" srcset=" 480w, 600w, 780w" > The Advertising Standards Agency (ASA) has actually disregarded a problem submitted by the Real Bread Campaign over the terminology used in Warburtons ‘social media posts.

Showing up on the brand’s Instagram feed in February 2021, the two messages in question featured the text “100 wholemeal no added sugar” and “Guess what’s concealing in other loaves?” along with an image of a dose of sugar, respectively. Both had a pack shot of the Warburtons wholemeal loaf.

The Real Bread Campaign tested whether the insurance claim “100% wholemeal” in the first advert as well as “so unlike in some others, you’ll discover … just 100% wholemeal” in the 2nd advert were deceptive due to the fact that all wholemeal loaves are needed by regulation to consist of 100% wholemeal.

In response, Warburtons said the key purpose of the campaign was to highlight the truth that its wholemeal loaf didn’t have any added sugar and was not indicating that wholemeal loaves made by its rivals were not 100% wholemeal– it was simply a description of the item. Instead, the blog posts were created to highlight using added sugar in some rival products, instances of which were offered to the ASA.

Following a testimonial, the ASA did not support the problem while the various other was ‘informally settled’ after Warburtons agreed to change its marketing.

” We thought about consumers were likewise unlikely to interpret ‘100% wholemeal’ to mean that because there was no sugarcoated, the loaf just had wholemeal flour and no other ingredients. We thought about consumers were unlikely to take such an actual view as well as would certainly understand that loaves were likely to consist of other vital active ingredients along with flour, such as salt and water,” it stated.

The ASA also noted that both advertisements described ‘taste’ with expressions “Try truth taste of wholemeal” and also “We think the truest sampling wholemeal is the tastiest”. In the context of the advertisements, the company believed consumers were most likely to translate the claims to indicate the product had “a much less adulterated or purer taste compared to loaves with added sugar which produced a sweet taste that may mask some of the wholemeal taste”. “We wrapped up that the claims were not deceptive,” it included.

Genuine Bread Campaign co-ordinator Chris Young stated he was “deeply disappointed” by the judgment. “We believe the advertisements were planned to lead shoppers to think that this product was not just far better than other industrial loaves, but somehow much better than wholemeal bread also,” he stated.