Elsewhere in its latest report, the ASA has upheld a complaint against Danone over an ad for its low-fat yoghurts. The magazine ad used the headline 'Now with added nothing', followed by text reading 'A virtually fat-free yoghurt packed with real fruit. And because there are no artificial sweeteners, preservatives or colorants, the delicious natural flavours can really come through'. Members of the public challenged the claim that it did not contain additives. The complaints were upheld and Danone said it would not run the ad again.
Muller Dairy challenged the 'virtually fat-free' claim, as the yoghurt contained 0.9% fat - more than the 0.3% threshold in dairy industry guidelines.
The ASA ruled Danone's claim was not justified.
Sony drew opposition to an ad in Car Magazine for its Sony Xplod P5 car amplifier. It showed a subwoofer and an amplifier on a workbench with a parked car in the background. The copy read 'Maybe you like your music to be relaxing. Or maybe you like to shatter greenhouses and set off car alarms.' The complainant said the ad encouraged drivers to play loud music without consideration for others. The ASA asked Sony not to repeat the approach.
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