Tetley acusada de publicidad engañosa de té
Author | Sebastián Romero Melchor |
Position | abogado |
La autoridad británica que regula la publicidad no destinada a difusión televisiva, la Advertising Standards Authority (ASA) , estimó recientemente que una campaña publicitaria de té de la marca Tetley es engañosa y exagerada.
En la mencionada campaña hecha en vallas al borde de las carreteras se proclamaba que el té es bueno para prevenir enfermedades cardíacas. Los anuncios planteaban lemas del tipo "adelante, vive largamente". Una de las vallas exhibía un enorme corazón de plástico iluminado. También se afirmaba que el té marca Tetley es rico en antioxidantes, buenos para la salud cardiaca.
La directiva de productos alimenticios prohíbe que se atribuya a productos alimenticios la propiedad de prevenir, tratar o curar enfermedades humanas.
Según Kathe Dalmeny, miembro de la comisión de investigación de la mencionada autoridad, los consumidores son muy sensibles a cualquier asociación entre el consumo de un producto y la vida sana. En este sentido Dalmeny defiende que la caída en las ventas del sector de las bebidas calientes no justifica que algunas empresas, como Tetley, tienten a los clientes con publicidad engañosa y exagerada.
En su dictamen, la autoridad consideró que aunque los antioxidantes pudieran ayudar a prevenir enfermedades coronarias, la publicidad de Tetley no aborda variables tales como el tipo de antioxidantes que contiene el té y el nivel de absorción que se produce consumiéndolo. Además, según el dictamen, la publicidad induce a los consumidores a creer que el consumo de té mejorará el estado de su corazón, extremo que no está probado, por lo que la campaña es engañosa.
El responsable de comercialización de Tetley, Nick Kilby, ha mostrado su perplejidad por la decisión, ya que, según él, hay numerosos informes científicos que demuestran los efectos benéficos del té.
A esta afirmación, el organismo autorregulatorio respondió...
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