Tetley forced to back down on heart health claims - Food Industry Report - Brief Article

Eurofood, Nov 7, 2002

The UK tea manufacturer, Tetley will no longer be able to promote its products as healthy following a ruling by the UK Advertising Standards Authority (ASA).

The Food Commission, an independent organisation that campaigns for British consumers on food issues, objected to two posters advertising Tetley tea.

The Food Commission's complaint to the ASA stated that the advert, which claimed, "Tetley is rich in antioxidants that can help keep your heart healthy", gave a strong impression that there is a proven link between antioxidants found in tea and heart health.

RESEARCH

While there has been a growing body of research that suggest tea may benefit health, some studies have found there is no increased health benefits from tea consumption and that epidemiological evidence was inconsistent.

Another advert stating "Go on live a lot" was considered to give a false impression that drinking tea would prolong life.

"Consumers are interested in the links between diet and health and food companies are eager to associate their products with healthiness," said Kath Dalmeny, research officer for the Food Commission.

"Sales in the hot-drinks sector have been flagging over the past few year. But this is no excuse for companies like Tetley to make exaggerated and misleading claims to boost their sales."

CHANGE

Tetley's advertisers have been ordered to change the claims with help from the UK's Commission of Advertising Practice, although the ASA said the company has previously ignored CAP advice on a similar heart health claim.