Actimel: ads banned after watchdog finds it hard to swallow
Published:03-November-2006
By BR staff writer
The Advertising Standards Authority has banned an Actimel advert from British TV after five people complained it contained misleading health claims. The ban highlights the fine line manufacturers have to tread when marketing non-specific health claims, and could mark the beginning of a backlash against food science claims in general.
Danone's televised Actimel advert has been banned by watchdog
The advert showed a young girl licking the window of a bus before being pulled away by her mother and is followed by the tagline, "Actimel. Help support their natural defences". The complaints against the ad thought it was misleading and implied that the yogurt drink would protect children from germs in general. The maker of Actimel, Danone, denied that it was misleading, however, stating it was intended to show the brand had benefits for children as well as adults.
Actimel has been at the forefront of the probiotic drinks growth in the UK, with the brand beating the global leader of the category, Yakult, to the UK top spot not long after its launch in 1999. This success has led to numerous awards being presented to the brand: in 2006, The Grocer named Actimel the fastest growing UK brand of 2006, while Marketing Week awarded the brand the winner of its FMCG category. High profile marketing, including the banned advert, has aided the brand's rise to the top.
The strength of the probiotics category exemplifies the growing interest in functional foods in the country, as well publicized reports into rising obesity levels have had a knock on effect on consumer purchasing habits, with more people wanting foods that claim to enhance their health. However, the Food Standards Agency has attempted to curtail the rising number of health claims made by foods, and has recently drafted legislation that will force manufacturers to stick to a permitted list of health claims in their marketing.
This list could perhaps force manufacturers like Danone to withdraw the vaguest of health claims on their products, forcing them to rely on other forms of marketing, such as its good taste profile. The company already does this quite successfully, releasing a stream of new Actimel flavors since its launch to retain interest in the brand. Stricter legislation on food health claims may therefore affect Actimel sales less than is feared.
