Rescue Remedy ad failed to comply with EFSA regulation finds ASA
Rescue Remedy has had a press advert for its Rescue Night product banned after the Advertising Standards Authority (ASA) found health claims in the ad did not meet the European Food Safety Authority (EFSA) standards.
The ad, which included the text "I can’t switch off…The Rescue Night range helps your mind switch off, so you can enjoy a natural night's sleep”, ran in national press and received one complaint from a reader who questioned whether the claim was an authorised health claim.
In response to the query Nelson & Co (parent company of Rescue Remedy) said that the EFSA had placed its consideration of health claims for botanicals on hold until they had considered the assessment criteria.
The company said it had based the ad on the traditional use of white chestnut Bach Flower Essence and had not made a health claim related to sleep, and claimed the ad related to the traditional use of Bach Flower Remedies, which aid the mind to switch off from unwanted, repetitive thoughts.
However the ASA said that while it understood that 'on hold' claims for botanicals could be used in marketing, Rescue Remedy did not provide evidence that relevant proposed claims for white chestnut, or any of the other product ingredients were 'on hold'.
The watchdog added that because the ad made health claims relating to Bach Rescue Night as a sleep aid and it had not seen the above evidence the ad breached the code.
It must not appear again in its current form.