Complaint: 17/350

Vitasoy, Television

Details

Complainants
advertisers
Vitasoy Australia
Year
2017
Media
Television
Product
Food and Beverage
Clauses
Decision
Withdrawn / Resolved
ASA Links
Website Listing
Decision Document

Document





COMPLAINT NUMBER
17/350
AWAP
17/002
COMPLAINANT
DCANZ - Dairy Companies
Association of New Zealand
ADVERTISER
Vitasoy Australia
ADVERTISEMENT
Vitasoy, Television
DATE OF MEETING
24 October 2017
OUTCOME
Withdrawn


Advertisement: The television advertisement for Vitasoy promoted various plant based milk
products made from soy beans, almonds, oats, rice and coconut. The advertisement said, in
part: "For 40 years, Vitasoy have been turning plants in to milk with added goodness. Mmm
delicious plant milk. Vitasoy - growing milk since 1940."

The Chair ruled the complaint was withdrawn.

Complainant, DCANZ, said: the references to milk in the advertisement could confuse
consumers and were misleading.

The relevant provisions were Principle 2 of the Code for Advertising Food and Principle
1 and 3 of the Code of Ethics.

The Chair ruled to deal with the matter by "adjudication with attendance of the parties"
pursuant to Rule 3 of the Complaints Procedures of the Advertising Standards Complaints
Board.

As a result of further correspondence between the parties outside of the formal adjudication
process, the Complainant advised the Secretariat they no longer wished to proceed with the
complaint.

At the request of the Complainant, the Chair ruled the complaint was withdrawn.


Chair's Ruling: Complaint Withdrawn