Dodgy Nestle ads accidentally aired in the UK

Thursday, 23rd October 2008

Written by Francesca Cookney

Multinational packaged food company, Nestlé, has come under scrutiny this week after a TV advert intended for broadcast in Bangladesh accidentally aired in the UK.

The advert for Maggi Noodles makes false claims about the health benefits as well as the protein and calcium content of its product. It features a mother telling her son that "Maggi is the best because it has essential protein and calcium that help to build strong muscles and bones."

In screening the ad, London-based satellite channel, Nepali TV, brought it under investigation by the Advertising Standards Authority (ASA). According to EU regulations, companies must be able to back up any claims they make with regards to the nutritional content and benefits and the advert's message was questionable at best.

"We had seen no evidence that the protein in Maggi Noodles would 'help to build strong muscles and bone,'" said the ASA, concluding that, "the ad was misleading and Nepali TV should not have broadcast it." Nestlé defended their marketing, saying that they "rigorously ensure that all health claims made on Nestle products comply with local legislation.

The advert complied with the necessary legal requirements in Bangladesh. It was never intended for transmission in the UK." This is the second advert this week to meet with criticism after mistakenly being broadcast in the UK after the ASA ruled against a Horlicks advert.

The ad, intended for Indian markets claimed to make children "taller, stronger and sharper".

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