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Yoghurt ad is banned over claim on health

By Josie Clarke

An advert for a yoghurt drink has been banned for exaggerating the product's health benefits and misleadingly implying that most UK adults have high cholesterol.

The TV ad for Benecol yoghurt drinks began with a voiceover saying: "Did you know two out of three adults have high cholesterol?" It added that Benecol "is proven to lower cholesterol by up to 10% in just three weeks".

Two viewers complained that the claim "two out of three adults have high cholesterol" was misleading, and the Advertising Standards Authority (ASA) challenged whether the ad made unauthorised health claims.

The ASA said: "We considered the ad implied that two-thirds of healthy UK adults currently had cholesterol levels that were generally accepted as 'high', whereas we had not seen evidence that was the case.

"We concluded that the claim 'two out of three adults have high cholesterol' was misleading and that the overall impression of the ad was such that it therefore exaggerated the health benefit of the product."

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