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Walkers ad misleading over salt.

A WALKERS advert featuring Gary Lineker made misleading claims about salt levels in crisps, the industry watchdog ruled today.

The mailshot leaflet wrongly implied that salt levels had been cut from all varieties of crisps made by Walkers, the Advertising Standards Authority said.

Text on the leaflet said "We have reduced the salt in our crisps" and "We want you to enjoy every crisp, which is why we have made them better for you without changing the taste at all."

The leaflet was sent to households with a packet of crisps as part of an ad campaign.

From this advert, consumers were likely to think that Walkers had cut salt levels in all its crisps, the ASA found. The watchdog ruled: "Because we understood that was not the case, we concluded the mailing was misleading."

But it rejected other complaints about a Walkers poster which compared the salt content of crisps with salt in a slice of bread.
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Publication:Birmingham Mail (England)
Date:Aug 16, 2006
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