Walkers crisps' salt levels were misleading.
The mailshot leaflet wrongly implied that salt levels had been cut from all varieties of crisps made by Walkers, the Advertising Standards Authority (ASA) 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 25g packet of crisps, as part of a promotional 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 that the mailing was misleading and asked Walkers to ensure that future similar mailings clearly stated any Walkers brand crisps excluded from the claim."
It also criticised Walkers for excluding from the leaflet the guideline daily amounts of salt for children under the age of 11.
The ASA found the leaflet in breach of the advertising code.
But it rejected another three complaints about a Walkers poster ( also featuring Gary Lineker ( which compared the salt content of crisps with salt in a slice of bread.
Professor Graham MacGregor, chairman of Consensus Action on Salt and Health (Cash) which complained about the adverts, welcomed the ASA ruling.
He said: "Walkers has made some small reductions in the amount of salt in a few of its Walkers brand crisps, but it was implying in this door-drop leaflet that 'every crisp' is 'better for you'."
Walkers general manager Neil Campbell said: "We reduced the saturated fat of Walkers crisps by 70% and the salt content by 25% earlier this year, and felt it was important to communicate these changes to enable people to make informed choices about our products.
"Our intention was always to communicate this in a clear, open and meaningful way.
"The ASA has upheld two minor complaints regarding a Walkers sampling campaign which was conducted earlier this year."
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|Publication:||The Journal (Newcastle, England)|
|Date:||Aug 16, 2006|
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