National Advertising Division (NAD) determines some assertions made for Mott's Fruit Flavored Snacks to be within their purview or beyond their authority.
The National Advertising Division (NAD), a part of BBB National Programs, has recommended that General Mills, Inc. modify certain claims regarding the fruit and vegetable content and nutritional benefits of Mott's Fruit Flavoured Snacks. This decision comes after a challenge brought by competitor PIM Brands, Inc.
In the challenge, NAD reviewed national advertising for Mott's Fruit Flavoured Snacks in all media. The division first determined that a challenge to the labeling for the snacks and Mott's website fell outside its jurisdiction. However, it retained jurisdiction over claims not covered by a court's order related to the same product.
NAD found that certain advertising reasonably conveyed the message that the product is made with whole fruits and vegetables, contains fruits and vegetables, and that the fruit and vegetable juice concentrate provides nutritional benefits. The division, however, noted that General Mills failed to support certain implied claims in challenged social media posts and reposted reviews.
As a result, NAD recommended that General Mills discontinue the challenged reposted reviews and modify its advertising to avoid implying that Mott's Fruit Flavoured Snacks contain fruits and vegetables, are made with whole fruits and vegetables, or that the fruit and vegetable juice concentrate provides nutritional benefits.
General Mills has announced that it will comply with the recommendation of the National Advertising Division. In its advertiser statement, the company stated that it will comply with NAD's recommendation.
BBB National Programs operates more than a dozen globally recognized programs that have been helping enhance consumer trust in business for over 50 years. The organisation provides third-party accountability and dispute resolution services that address existing and emerging industry issues. NAD reviews national advertising in all media, and its decisions set consistent standards for advertising truth and accuracy.
To learn more about BBB National Programs, visit bbbprograms.org. The case decision summaries can be found in the case decision library. The National Advertising Division's decisions deliver meaningful protection to consumers and level the playing field for business.
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