The Advertising Standards Association (ASA ) in the UK has hit out at the advertisement for Maltesers that tells consumers that Maltesers contain less than 11 kcals per sweet. This is not because it is factually wrong but more because it portrays Maltesers as a healthy low energy snack. A product can only be described as this if it contains less than 40 calories per 100g; Maltesers contain 505 per 100g. Mars, who manufacture Maltesers, claimed it was a factual reference to calories and did not suggest the sweets were low energy - decide for yourself!
Also criticised by the ASA are nutritional claims made by the manufacturer of Jaffa cakes saying they are a low fat food; although each Jaffa cake does have less than 1g of fat per biscuit, in order to label a food low in fat, the Food Safety Authority of Ireland states it should contain less than 3g of fat per 100g (Jaffa Cakes have 8g per 100g ).
It may seem all a bit technical but we must watch out - advertisers are trying to entice us to buy their products and they know that we are now demanding healthier foods. But remember if it sounds too good to be true - it probably is!
