ASA can’t stomach Actimel advert

This morning it was announced that Actimel has fallen foul of the Advertising Standards Agency.

The probiotic yogurt stands accused of bigging up its health properties in ads - when in reality there is little evidence to support the claims made by the Actimel advertising bods.

I wonder how many other marketing teams are championing health benefits based on phony or unproven research. Not only is this highly unethical - it is counterintuitive as it corrodes public trust in the long run.

I’d like to know what real scientists think of it? Not the sponsored ones who are as flimsy as their findings. The whole area of probiotics and vitafood needs greater regulation when it comes to marketing products. Science must take precedent over marketing.

The one caveat to all is this: I firmly believe Actimel is good for you! Anything that tastes that bad has to be good for you (in the same way that cod liver oil is meant to good for you).