Magazine article Marketing

Anti-Sugar Lobby Hauls Big Gun to Blast Ads

Magazine article Marketing

Anti-Sugar Lobby Hauls Big Gun to Blast Ads

Article excerpt

Anti-sugar lobby hauls in big gun to blast ads

The anti-sugar lobby is to call in the director-general of fair trading Sir Gordon Borrie in a dramatic escalation of its efforts to ban the new generic ad campaign for sugar.

Pressure group Action and Information on Sugars (AIS) has already appealed to the IBA to halt transmission of the multi-million pound campaign (Marketing, June 21).

This week it will appeal to Borrie to use his powers under the 1988 Control of Misleading Advertisements regulations to take out an injunction against ads which it feels deceives consumers.

AIS says the ads, part of a 12m [pounds] campaign over the next three years devised by British Sugar and Tate and Lyle, create the misleading impression that refined sugar is natural. Press ads now running as a back-up to the initial TV campaign describe it as "a treat from Nature".

AIS is also calling on the government's chief medical officer Sir 9Donald Acheson to convene a working party to develop a new voluntary code for food ads, saying it no longer trusts the IBA to carry out the task effectively. …

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