Arla's Lactofree ad escapes ASA ban following claim that it misled dairy allergy sufferers
Arla Dairy’s advert featuring hedgehogs shopping for Lactosefree milk has escaped a ban by the Advertising Standards Authority (ASA) after a complaint claimed that it was misleading in its claims that it was suitable for daily allergy sufferers.
The ‘Listen Up Hedgehogs’ TV advert, created by Wieden + Kennedy, featured a supermarket of hedgehogs grocery shopping and included a loudspeaker message that said: "Listen up hedgehogs, you're not intolerant to dairy, you're just intolerant to lactose, the sugars in dairy. Remove the lactose and, by jingo, it's dairy all round. Say yes to a milky latte, say yes to a really cheesy cheese pizza. Go on, say yes to dairy."
An on-screen message however stated: "Not suitable for milk allergy sufferers. If in doubt consult your GP".
A complaint was received by the ASA after the person’s seven-year-old son was given the product despite being allergic to dairy, by a family relative who through the product would be suitable for him. They claimed that the advert did not make it sufficiently clear that the product would be dangerous to diary allergy sufferers.
Arla’s response claimed that the ad was clear and raised awareness of lactose intolerence and the availability of Lactorfree products, and that it did not mislead or encourage dangerous behaviour.
Clearcast supported Arla’s claims and said that the name of the product implied that it was free from lactose rather than dairy and that the advert saw socially responsible.
As a result, the ASA has cleared the advert of being misleading and said that no further action was necessary.