The ad received six complaints that challenged whether the health claim that the new Flora product contained 45% less saturated fat than olive oil could be substantiated, and whether the ads implied that Flora Cuisine provided more health benefits for people’s hearts than olive oil.
Unilever submitted Department of Health research to the ASA showing that many UK diets contain too much saturated fat.
The ASA recognised that the claim compared Flora Cuisine against olive oil, but decided the ad did not suggest that Flora Cuisine is a low in saturated fat product, nor did it appear misleading in its comparisons with olive oil.
The ASA concluded that the ad was not misleading.
Source: ASA
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