United Biscuits has faced criticism from the Advertising Standards Authority (ASA) for “misleading” consumers with its McVitie’s advert.
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The advertising watchdog said the advert, which claimed each Jaffa Cake contained “only one gram of fat”, suggested they were a “low in fat”.
The ASA ruled that new European rules were broken, regulations that state low-calorie products are those with under 40 calories per 100g and also that low fat items are those with fewer than 3g of fat per 100g.
Two viewers thought the ad was misleading, because it implied Jaffa Cakes were a “healthy snack” by focusing on the amount of fat in one “small and lightweight cake”, while ignoring the percentage of fat in the product.
A TV ad, which was broadcast from February to May, shows two women in a garden talking about a friend who claims she’s trapped down a well. One of the ladies starts eating a Jaffa Cake and says: “Last week she said there was only one gram of fat in a McVitie’s Jaffa Cake.” Her friend responds: “One gram of fat?” as both women burst out laughing.
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By GlobalDataUnited Biscuits said the advertisements were designed to communicate that Jaffa Cakes only have 1g of fat per cake and are therefore an accurate statement of fact. However, the ASA concluded that the claim “only one gram of fat” was likely to suggest to viewers that a Jaffa Cake was low in fat: it was therefore a ‘low fat’ claim.
A spokesperson for United Biscuits said: “As a major food manufacturer, UB takes a responsible view of its advertising and endeavours to comply in full with all current advertising Codes of Practice.
“The percentage of fat per 100g, along with sugar per 100g, is clearly communicated on pack together with guideline daily amounts of these nutrients to help consumers see how the snack fits into their daily nutrient intake. The description of only 1g of fat per cake was not intended to be a low fat claim.
“We are disappointed that the ASA Council felt that the only 1g of fat description did amount to such a claim, although they did acknowledge that a single McVitie’s Jaffa Cake did contain only 1g of fat per cake.”
