Advert claiming yoghurt benefits is banned

BRITAIN’S advertising watchdog yesterday banned an Actimel TV advert that claimed its yoghurt supported children’s natural defences.

The Advertising Standards Authority (ASA) decided the advert was in breach of the rules because evidence provided by Danone did not uphold claims the yoghurt could help normal, healthy school-aged youngsters protect against common childhood illnesses.

The ad featured the sound of children cheering and the voiceover went on to state: “Actimel. Scientifically proven to help support your kids’ defences.”