UK - British Sugar has withdrawn a controversial advertisement for its sugar substitute Truvia. The guardian reported that the company made the move following a complaint that the ad was misleading.
The published advertisement described the product as “natural deliciousness” and “from nature for sweetness.” However, the product is chemically processed and contains a synthetic bulking agent. Truvia is manufactured by Coca-Cola and Cargill. It reportedly does contain stevia leaf extract; however, it accounts for less than 1 percent of the product when finished.
A spokesperson for the Advertising Standards Authority (ASA) said of the complaint received about the natural product claims “We received a complaint about a press ad by British Sugar plc that promoted Truvia. The complainant challenged whether the claim that the product was ‘natural’ was misleading and could be substantiated.
“We approached the advertiser with the concerns that had been raised. They gave us an assurance that they would withdraw the ad and not use the claim in their future campaigns for the product. On that basis we closed the case informally.”
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