The balanced and varied diet in action

Health claims can be made in advertising  only if a statement indicating the importance of a varied and balanced diet (and a healthy lifestyle) is included, according to EC Regulation 1924/2006. Of course, a possibility – when TV commercials are concerned – is to add on-screen text. Increasingly, however, this is at least complemented by showing a balanced meal, generally a breakfast with fruit, juice, milk and, for example, toast. It is a visual statement to the same effect. Though we have seen little use of this approach in the food supplement sector, it is certainly interesting. Recently, UK’s ASA (the Advertising Standards Authority) has upheld a complaintagainst Danone’s Nutricia ad.

While the Authority agreed that Nutricia could not compare their product,  Cow & Gate Growing Up Milk, to other categories of food, it noted “the relevant EC Regulation [Reg. 1924/2006] did not prevent a child being depicted drinking Cow & Gate Growing Up Milk as an accompaniment to a meal, to clearly illustrate the importance of a varied mixed diet in which the product might be one element“. At the same time, a compaint has not been upheld against Ferrero’s Nutella saying on the importance of a varied diet statement: “the ad showed each child eating only one slice of toast with Nutella and that the images also included other breakfast items such as fruit juice, milk and cereal”.

A recent example, in this respect, can be viewed in Italy with Danone’ Danaos ad which, regardless of other comments, shows a balanced breakfast, with juice being poured, etc.

– The Sports Nutrition Team –

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