Client: Major multi-national brand
Industry: Food manufacturing
Situation: The client had an advertising campagn that they ran successfully in the US and wanted to amplify their messaging on TV in the UK but needed to convince the TV clearance body, Clearcast, that the advertising would comply with the approved claims permitted under the European Nutrition and Health Claims Regulation.
Solution: We reviewed their proposed scripts, and the evidence capable of substantiating the claims and put together an independent report showing how the claims were compliant with the EU regulation.
Outcome: The clients advertising was cleared for broadcast.
Client: Branded ingredients manufacturer
Industry: Food ingredients
Situation: The client came to us "late in the day" with a very short lead time to respond and some way into an investigation of their advertising by the ASA. In fact, they were having to prepare a final response to the ASA executive's recommendation that the complaint against them should be upheld.
Solution: We rapidly reviewed the correspondence to date, and their advertising and substantiation for it. We noted that the ASA's views were that the creative treatment of the advert implied a particular relationship between nutrition and health - our findings agreed with that assessment. However, we were also aware that in the process of approximating almost 40,000 health claim submissions into 4000 that this particular claim (identified by its claim "ID") had been approximated into a claim that had received approval. We recommed that the client used superimposed text on their advertising referencing that claim and produced a report for the client to present to the ASA in that regard.
Outcome: Despite the 11th hour, the ASA accepted the action by the client, the complaint did not proceed, as this was seen to be an acceptable informal resolution.
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