Nestlè fa marcia indietro sull'indispensabilità del latte
Inviato: mer set 28, 2005 9:44 pm
Una buona notizia-
La nestlè grazie alle pressioni della vegan society e del concilio ASA,è stata obbligata a eliminare dalla pubblicità (su AOL in internet), di uno yoghurt frasi come "essenziali per il benessere delle ossa"
E' stata obbligata a eliminare queste affermazioni, perchè fuorvianti e scorrette specialmente per nei confronti chi non consuma latticini, e per il numero sempre crescente dei vegan, trai quali molti personaggi famosi.
La ASA ha sostenuto che non c'è nessuna evidenza scientifica secondo la quale il calcio contenuto nei latticini sia l'unica fonte di assunzione e indispensabile.
La vegan society ha ricordato che il calcio si trova abbondantemente in moltissimi vegetali
Testo integrale dal "the guardian"
Vegans force Nestlé climbdown
Stephen Brook, advertising correspondent
Wednesday September 28, 2005
MediaGuardian.co.uk
The Vegan Society has forced Nestlé into a public climbdown over claims the company made about the role of calcium in a healthy diet.
The Advertising Standards Authority ruled that the Nestlé advertorial was misleading because it claimed that dairy products were "essential for healthy bones".
Nestlé said it had removed the advertorial for its Sveltesse yogurt drink on the AOL website after the ASA upheld a complaint from the society.
"The use of the word 'essential' implied dairy products were the only source of calcium," the ASA said in its ruling.
"Because that was not correct, we concluded that the advertorial was likely to mislead."
The Vegan Society said claims that dairy products were essential for calcium was "likely to distress and mislead" those who did not consume dairy products for ethical reasons.
"This is a real example of David triumphing over the might of Goliath," said the Vegan Society chairman, Alex Bourke.
"Nestlé used a misleading claim to promote a product when there is absolutely no evidence that dairy products are essential and we are delighted that the ASA council agrees."
The advertorial was aimed at women and entitled "Mastering Your metabolism part 3: eat well, feel great". One paragraph was headed "Dairy products" and stated "Essential for healthy bones..."
Nestlé said dairy products were commonly regarded as a primary source of calcium.
"We used the term 'essential' to highlight the importance dairy products contribute to calcium intake and healthy bones," a Nestlé spokeswoman said.
"Nestlé recognises that there are other sources of calcium and we did not intend to suggest that dairy products were the only source of calcium.
"Increasing numbers of people are adopting a vegan lifestyle - including celebrities such as Bryan Adams, Steve Jobs, Moby, Benjamin Zephaniah and many others - out of concern for their own health and that of people in the developing world, the plight of the animals and the destruction of the environment we all share."
The Vegan Society said green leafy vegetables, tofu, seeds, nuts and fortified soya milk were perfectly adequate sources of calcium.
· To contact the MediaGuardian newsdesk email [email protected] or phone 020 7239 9857
· If you are writing a comment for publication, please mark clearly "for publication".
La nestlè grazie alle pressioni della vegan society e del concilio ASA,è stata obbligata a eliminare dalla pubblicità (su AOL in internet), di uno yoghurt frasi come "essenziali per il benessere delle ossa"
E' stata obbligata a eliminare queste affermazioni, perchè fuorvianti e scorrette specialmente per nei confronti chi non consuma latticini, e per il numero sempre crescente dei vegan, trai quali molti personaggi famosi.
La ASA ha sostenuto che non c'è nessuna evidenza scientifica secondo la quale il calcio contenuto nei latticini sia l'unica fonte di assunzione e indispensabile.
La vegan society ha ricordato che il calcio si trova abbondantemente in moltissimi vegetali
Testo integrale dal "the guardian"
Vegans force Nestlé climbdown
Stephen Brook, advertising correspondent
Wednesday September 28, 2005
MediaGuardian.co.uk
The Vegan Society has forced Nestlé into a public climbdown over claims the company made about the role of calcium in a healthy diet.
The Advertising Standards Authority ruled that the Nestlé advertorial was misleading because it claimed that dairy products were "essential for healthy bones".
Nestlé said it had removed the advertorial for its Sveltesse yogurt drink on the AOL website after the ASA upheld a complaint from the society.
"The use of the word 'essential' implied dairy products were the only source of calcium," the ASA said in its ruling.
"Because that was not correct, we concluded that the advertorial was likely to mislead."
The Vegan Society said claims that dairy products were essential for calcium was "likely to distress and mislead" those who did not consume dairy products for ethical reasons.
"This is a real example of David triumphing over the might of Goliath," said the Vegan Society chairman, Alex Bourke.
"Nestlé used a misleading claim to promote a product when there is absolutely no evidence that dairy products are essential and we are delighted that the ASA council agrees."
The advertorial was aimed at women and entitled "Mastering Your metabolism part 3: eat well, feel great". One paragraph was headed "Dairy products" and stated "Essential for healthy bones..."
Nestlé said dairy products were commonly regarded as a primary source of calcium.
"We used the term 'essential' to highlight the importance dairy products contribute to calcium intake and healthy bones," a Nestlé spokeswoman said.
"Nestlé recognises that there are other sources of calcium and we did not intend to suggest that dairy products were the only source of calcium.
"Increasing numbers of people are adopting a vegan lifestyle - including celebrities such as Bryan Adams, Steve Jobs, Moby, Benjamin Zephaniah and many others - out of concern for their own health and that of people in the developing world, the plight of the animals and the destruction of the environment we all share."
The Vegan Society said green leafy vegetables, tofu, seeds, nuts and fortified soya milk were perfectly adequate sources of calcium.
· To contact the MediaGuardian newsdesk email [email protected] or phone 020 7239 9857
· If you are writing a comment for publication, please mark clearly "for publication".