Ice cream maker ruled to breach EU health claim

By Noli Dinkovski

- Last updated on GMT

Taywell Ice Creams: has fallen foul of EU Regulation 1924/2006 on health and nutrition claims
Taywell Ice Creams: has fallen foul of EU Regulation 1924/2006 on health and nutrition claims
An ice cream maker has breached an EU health claim over statements made on its website in regard to sugar, calcium and vitamins.

The Advertising Standards Agency (ASA) ruled Kent-based Taywell Ice Creams had fallen foul of EU Regulation 1924/2006 on health and nutrition claims for using the terms ‘say no to added sugar’, ‘refined sugar free’ and ‘an extra source of calcium and B vitamins’.

Perfect World complaint

In upholding the complaint submitted by rival firm Perfect World, the ASA noted that, according to the Regulation – which was reflected in the Committee of Advertising Practice Code – only nutrition claims listed in the annex of the Regulation were permitted in ads promoting foods, and that marketers must ensure that they met the conditions of use associated with them.

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