Actimel Advert Banned
The Advertising Standards Authority (ASA) has banned the Actimel TV advert that claims its yoghurt supported children's natural defences.
ASA decided that evidence provided by Danone did not uphold claims that the drinking yoghurt could help normal, healthy school-aged youngsters protect against common childhood illnesses.
The ASA concluded that the advert broke rules for being misleading, rules relating to evidence and accuracy in food advertising.
Danone are reported to be "very disappointed" at the ASA's ruling.