The advertising watchdog's decision to ban a TV ad for Actimel, which claims to boost the body's natural defences, is set to spell PR disaster for the Danone-owned brand.
The Advertising Standards Authority (ASA) took the decision following a complaint from a viewer, who questioned whether the company's claim that the yoghurt-based drink was scientifically proven to help support children's defences could be substantiated.
The ASA examined data from a series of studies carried out by Danone, but concluded that the results were not sufficient to support the company's claim in the ad.
The watchdog felt that the ad could mislead consumers into believing that Actimel helped to protect their children against common childhood infections and prohibited Danone from broadcasting the ad again.
Public relations agencies are warning that Danone could be in for a bumpy PR ride after the decision caught the attention of the national media and prompted BBC One's early morning breakfast show to invite industry commentators to debate the health claims surrounding probiotic products.
Of particular concern to Danone is the fact the negative media coverage could make Actimel's claims difficult for consumers to swallow and seriously hit sales of a brand that markets itself almost exclusively on its alleged health benefits.
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