19 April 2002

Bayer is cleared

ADVERTISING watchdogs have dismissed a claim that chemical manufacturer Bayer misled people into thinking it was linked with the environmental group Friends of the Earth by calling a product FOE.

But the Advertising Standards Authority upheld the organisations objections to a claim made in the advert that the new chemical "can play a vital part in environmentally sound herbicide use."

The ASA noted the product was used in lower doses than conventional herbicides and that it had passed environmental testing. Nevertheless it concluded advertisers had exaggerated the environmental benefits of using their product. &#42

On the issue of the name the ASA said the advertisement made clear the nature of the product and the logo used was sufficiently different from that used by Friends of the Earth to ensure readers would not be misled.