The U.K. Advertising Standards Authority (ASA) has ruled that an advertisement for a range of lactose-free products made “sufficiently clear that the Lactofree products were not suitable for dairy allergy sufferers but were suitable for those intolerant to lactose.” Responding to a complaint alleging that the ad failed to adequately differentiate between lactose intolerance and dairy allergy, Arla Foods Ltd. reportedly noted that its TV commercial included an on-screen footnote stipulating that the products displayed were “Not suitable for milk allergy sufferers,” and that consumers in doubt should consult their physician. Warning that the ad’s voice-over—“Listen up hedgehogs, you’re not intolerant to dairy, you’re just intolerant to lactose, the sugars in dairy”—could be misunderstood as a stand-alone statement, ASA nevertheless agreed with Arla’s position, dismissing the complaint on the ground that the on-screen text not only provided a clear reference to milk allergy, but also instructed consumers to “Search Lactofree”…
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A federal court in California has preliminarily approved a $3.375 million settlement of class-action claims that Trader Joe’s misled consumers throughout the United States by selling a number of food products with “All Natural” labels despite the presence of synthetic or artificial ingredients. Larsen v. Trader Joe’s Co., No. 11-5188 (N.D. Cal., order entered February 6, 2014). Additional details about the complaint appear in Issue 415 of this Update. According to a news source, the agreement would provide class members with proof of purchase the average price of the purchased items. Those without proof of purchase would receive between $2.70 and $39.99. The grocery chain has also apparently agreed to stop advertising the products as “all natural.” The final approval hearing has been scheduled for July 9, 2014. See Law360, February 7, 2014. Issue 513
A California resident has filed a putative nationwide class action against Suja Life, LLC, alleging that the company, which advertises and labels its juice products as “raw” and “cold-pressed,” misleads consumers because it uses a high pressure processing (HPP) treatment that alters the nutrients and live enzymes that raw-product purchasers wish to consume. Heikkila v. Suja Life, LLC, No. 14-0556 (N.D. Cal., filed February 5, 2014). Claiming that HPP’s effects on juice products are “identical to those of traditional pasteurization—inactivated enzymes, inactivated probiotics, altered physical properties of the product, and denatured proteins, among other undesirable qualities,” the plaintiff alleges that the products “are nothing more than run-of-the-mill, processed juices.” According to the complaint, the plaintiff reviewed the company’s Website, packaging and labeling before making her purchase and paid a premium price for the products. She contends that raw juices have a short shelf life and are thus more expensive than…
The U.K. Advertising Standards Authority (ASA) has upheld two complaints alleging that Heineken UK Ltd.’s print and TV advertisements gave the impression that its Kronenbourg 1664 beer was brewed in France and made primarily from French hops, despite text disclaimers stating that the product was “Brewed in the UK.” According to the February 12, 2014, ruling, the ads in question touted Kronenbourg 1664 as a “French beer… brewed with the aromatic Strisselspalt hop” sourced from Alsace, France. Although Heineken noted in its response that “Kronenbourg 1664 was an inherently French beer… first brewed in 1952 in Alsace by Brasseries Kronenbourg,” ASA ultimately agreed with complainants that the print ad’s “degree of emphasis… on the connection with France would lead consumers to believe that the entire brewing and manufacturing process took place in that country,” while the TV ad’s focus on the Strisselspalt hop “implied that all, or a significant majority…
The U.S. Department of the Treasury’s Alcohol and Tobacco Tax and Trade Bureau (TTB) has issued a revised interim policy on gluten content statements permitted in wine, distilled spirits and malt beverage labeling and advertising. TTB took the action after reviewing the U.S. Food and Drug Administration’s (FDA’s) final rule on the use of “gluten-free” on labels for products within that agency’s jurisdiction with the goal of making its approach “as consistent as possible with the regulations that FDA issued.” Thus, TTB Ruling 2014-2 supersedes TTB Ruling 2012-2; it remains an interim ruling, however, until “FDA issues a final rule or other guidance with respect to fermented and hydrolyzed products.” Under TTB’s revised interim policy, “the term ‘gluten-free’ may be used on labels and in advertisements if the product would be entitled to make a gluten-free label claim under the standards set forth in the new FDA regulations at 21…
A recent marketing promotion has drawn the attention of keen-eyed literary buffs after a University of Anglia lecturer tweeted that the stock photo of a stern-looking man used to sell Tyrrells Potato Crisps is actually a portrait of R.S. Thomas, a famous Welsh poet who died in 2000 and was known as “the fiery poet-priest.” Jeremy Noel-Tod, who teaches literature and creative writing, told The Church Times that he imagined Thomas would have been “deeply contemptuous of the whole business, though he is also reported to have a wickedly dry sense of humor in person, so he might privately have relished the way in which this facetious piece of marketing has backfired.” “When we see an eccentric old photograph—like the one on the front of this bag—we can’t help but dream up a silly caption,” states the packet of sweet chilli and red-pepper crisps adorned with Thomas’s visage that offers winners…
In a Food and Drug Law Institute (FDLI) Update article titled “State Law Approaches to Curtail Digital Food Marketing Tactics Targeting Young Children,” Public Health Advocacy Institute (PHAI) staff attorney Cara Wilking describes the types of digital marketing to children younger than age 8 that should be proscribed because they are unable to identify it as marketing. These include “advergames” and “digital sweepstakes,” which Wilking contends constitute deceptive trade practices and illegal lotteries. She calls for food and beverage companies to cease using “harmful digital marketing tactics” and for state attorneys general to take action against this marketing under consumer-protection statutes. Among other matters, Wilking argues that a number of state consumer-protection laws “explicitly address indirect advertising akin to pester power marketing in order to cover unfair and deceptive marketing that is designed to influence others” as she explains how the parental responsibility concept should not preclude legal interventions to…
A recent study examining national trends in school nutrition environments has reportedly concluded that “most U.S. elementary, middle and high school students attend schools where they are exposed to commercial efforts aimed at obtaining food or beverage sales or developing brand recognition and loyalty for future sales.” Yvonne Terry-McElrath, et al., “Commercialism in US Elementary and Secondary School Nutrition Environments: Trends from 2007 to 2012,” JAMA Pediatrics, January 2014. Relying on data from two parallel surveys of school administrators—the Food and Fitness study for elementary schools and the Youth, Education and Society study for middle and high schools—that were conducted by the Bridging the Gap program between 2007 and 2012, University of Michigan researchers measured student exposure to (i) “exclusive beverage contracts and associated incentives, profits and advertising”; (ii) “corporate food vending and associated incentives and profits”; (iii) “posters/advertisements for soft drinks, fast food, or candy”; (iv) “use of food…
Food activist and blogger Nancy Huehnergarth has reportedly filed a complaint with the New York attorney general (AG) over a purportedly deceptive “viral advertising campaign” from 2013 featuring a mobile game that promoted Gatorade® as a performance enhancer while denigrating water as “the enemy of performance.” According to a news source, gamers using the app navigated an avatar through an obstacle course and picked up bottles of Gatorade® to increase his speed while avoiding drops of water that slowed him down. Huehnergarth, who co-founded the New York State Healthy Eating and Physical Activity Alliance and was instrumental in getting “junk” food removed from school vending machines in her community, apparently filed the complaint because she believed the campaign provided an inaccurate message to children. “It’s preying on youth while slipping past parents who don’t necessarily police a mobile device quite as carefully as they do a computer. I think it’s…
The U.K. Advertising Standards Authority (ASA) has upheld a complaint alleging that PepsiCo International Ltd. t/a Naked Juice made antioxidant health claims on its website that were unauthorized by the EU Register of Nutrition and Health Claims for Foods (the EU Register). According to ASA, Naked Juice argued that health claim guidance issued by the European Commission failed to establish whether the term “antioxidant” “was a specific health claim or a non-specific, general health claim.” As a result, the company considered that the term was a non-specific, general health claim, “and it was therefore permissible to use it, provided it was accompanied by a specific health claim which was authorized on the EU Register” – in this case, specific claims about the Vitamin C contents of the “Green Machine” and “Mango Machine” smoothies singled out in the complaint. But ASA disagreed with this reasoning, ultimately concluding that both the commission’s…
