Maltesers not low-fat

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  • SHOCK HORROR: Maltesers not a diet food!

    SHOCK HORROR: Maltesers aren’t a diet food!

    That’s the findings of the Advertising Standards Authority who have rapped Mars, who distributes the snack, over the knuckles for somehow managing to imply they were.

    Recently advertised on TV with the claim, ‘At less than 11 calories each, you’ll need new ways to be naughty,’ the ASA says that’s rather missing the point.

    Claiming the ad gave the ‘misleading impression that a Malteser was low in energy’ (by which they mean calories), the ASA did, however, say Mars can continue to use the 25-year-old tagline ‘Maltesers – the lighter way to enjoy chocolate’.

    Also in trouble for trying to make us munch more chocolate is McVitie’s, who makes Jaffa Cakes.

    Currently claiming that the biscuits (they might call them ‘cakes’, we know they’re not really) contain ‘only 1 gram of fat’, the ASA points out they actually contain 8g of fat per 100g (only a product with less than 3g of fat per 100g can claim to be low fat).

    And while it’s at it, the ASA points out that new drink This Water has also got to change its advertising because claiming the juice is made from ‘fruit and clouds’ is rather misleading given the 10% sugar content.

    Anyone for an apple?

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