A television commercial for Danone’s probiotic yogurt drink Actimel has been banned in UK by the Advertising Standards Authority (ASA). The ad was claiming that Actimel protects children from illnesses.

Accodring to ASA representatives, this commercial was «misleading». It featured the voiceover saying: «Actimel. Scientifically proven to help support your kids’ defences.» Danone presented evidences based on company’s researches, but it didn’t convince ASA.

«Our scientific claims are sound and based on a large body of evidence. These studies are designed and approved by a board of internationally recognised experts with extensive, directly relevant experience in human clinical trials, effects of probiotics in the gut, paediatrics and immunology,» said the official spokesman for Danone.

This isn’t the first time when Actimel commercials were banned. In 2006 ASA removed the brand’s ad from TV in UK by similar reason.

via FoodBev.com