Advert's grain of untruth.A HOVIS bread ad has been banned for falsely claiming toast is more nutritious than breakfast cereal. Hovis claimed two slices of their wholemeal wholemeal Adjective Brit & Austral 1. (of flour) made from the entire wheat kernel 2. made from wholemeal flour: wholemeal bread Adj. 1. loaf provided a third more wholegrain than abowl of cereal. But advertising watchdogs discovered they had compared the bread with a smaller than recommended serving of Shredded Wheat. And the cereal provided more wholegrain than Hovis when equal weights were compared. The magazine advert breached codes coverning truthfulness and comparisons with identified competitors, the Advertising Standards Authority The Advertising Standards Authority (ASA) is the independent British self regulatory organisation (SRO) of the advertising industry. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. ruled. They had launched an investigation after Hovis's rivals Warburton and a reader complained. The ASA Asa (ā`sə), in the Bible, king of Judah, son and successor of Abijah. He was a good king, zealous in his extirpation of idols. When Baasha of Israel took Ramah (a few miles N of Jerusalem), Asa bought the help of Benhadad of Damascus and said: "The manufacturer-recommended portion of Bitesize Shredded Wheat was 45g. "If that portion size was used, two slices of Hovis wholemeal bread would not provide 33 per cent more wholegrain than a bowl of Bitesize Shredded Wheat." |
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