Advertising Authority ASA rejects misleading health claims of Unilever

According just-food.com, Unilever has agreed to change its adverts for "Flora" pro.active margarine following a decision by the UK’s Advertising Standards Authority that the company had made misleading health claims. "It is well accepted that products containing plant sterols help lower cholesterol. This in itself helps maintain healthy blood vessels. However in any future advertising we will not make a distinct claim that the B vitamins in the pro.activ product, on their own, help maintain blood vessel health," a company spokesperson told just-food. Flora is one of the UK’s best selling grocery brands, with sales rising 8% last year alone.