Organic baby food claims criticised
21 February 2001
Organic baby food claims criticised
By FWi staff
A COMPANY which makes organic baby food has been taken to task by the Advertising Standards Agency for claiming its products were 100% organic.
The ASA ruled that Organix should not make the headline claim because two products of its range of 46 contained non-organic yeast.
The company was using non-organic yeast because organic yeast is not yet available.
The authority acknowledged that Organix was correctly labelling its products.
The UK Register of Organic Food had given permission for the two products to be sold as organic.
But it upheld a complaint from a member of the public about a magazine advertisement which claimed “For 100% organic, choose Organix”.
The ASA concluded that the headline claim implied every product in the range contained 100% organic ingredients.
As this was not the case, it decided the advert was misleading.
The company has been asked to modify the advert with help from the ASAs copy advice team.
- Watchdog bites over organic ads, FWi, 12 July, 2000
- Sainsbury censured over organic claims, FWi, 16 June, 2000
- Tesco ticked off over organic claims, FWi, 10 May, 2000