Nestle ad rapped over wholegrain claims

Manufacturer Cereal Partners UK was told the advert must not be broadcast again in its current form.

The ad showed members of the public talking about wholegrain and stated: “Experts say you need three servings of wholegrain a day.”

It ended with the line “On your way to 3-a-day”.

Cereal Partners argued that several studies demonstrated a link between wholegrain and protection against heart disease, obesity and cancer.

It said some of the studies had recommended how much wholegrain people needed to eat and that US government guidelines advised that consumers should aim to eat three 16g portions a day.

But the Advertising Standards Authority said there was no specific UK government advice on the amount of wholegrain foods that should be eaten and that only some experts had recommended specific amounts.