New "Antioxidants" AdviceOnline entry
15 July 2009
Found in everything from blueberries and pomegranates to tea, dark chocolate and red wine, anti-oxidants have been the source of many health claims over the last decade. Claims have stated or implied that the presence of antioxidants in food and drink can do everything from keeping the heart healthy and protecting against damage from free radicals to allowing people to cheat death!
Over the past few years the ASA has investigated many claims about the purported health benefits of antioxidants and now all of those ASA adjudications have been summarised in a single comprehensive entry on AdviceOnline, the searchable guidance database on the CAP Copy Advice Team’s new website.
As well as explaining in detail the ASA’s position on the acceptable statements for antioxidants the entry also contains information about how the European Nutrition and Health Claims Regulations is likely to apply to antioxidants, the use of recommended daily amounts (RDAs) in ads for antioxidants and even advice on claims for topically applied antioxidants in cosmetics.
All in all we would recommend that any marketer looking to make claims for their antioxidant products should give their ads a health check by reading the entry. If you are looking for more free advice about advertising antioxidants or any other subject please contact the Copy Advice Team on 0207 492 2100, by email at advice@cap.org.uk or visit their new website for more information.