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21/08/2013
UK Ad Criticising The FSAI Banned
An advert issued in Britain by supermarket Iceland, which criticises the Food Safety Authority of Ireland (FSAI), has been banned by the UK's Advertising Standards Authority (ASA).
The ad, which ran in UK newspapers, claimed that method used by the FSAI to test for horse meat was not certified. The FSAI had reported that it had found equine DNA in two of Iceland's burgers.
The 'Food You Can Trust' ad went on to claim that the supermarkets own tests, carried out on the same batch of meat by two independent laboratories, found no traces of horse meat in the products.
It is understood that following publication of the advert the FSAI contact Iceland with concerns over its contents, with the supermarket subsequently amending the ad.
While the ASA acknowledged that the advert had been amended, it ruled that it must not appear again.
(MH/CD)
The ad, which ran in UK newspapers, claimed that method used by the FSAI to test for horse meat was not certified. The FSAI had reported that it had found equine DNA in two of Iceland's burgers.
The 'Food You Can Trust' ad went on to claim that the supermarkets own tests, carried out on the same batch of meat by two independent laboratories, found no traces of horse meat in the products.
It is understood that following publication of the advert the FSAI contact Iceland with concerns over its contents, with the supermarket subsequently amending the ad.
While the ASA acknowledged that the advert had been amended, it ruled that it must not appear again.
(MH/CD)
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