Famous bread brand's scheme exposed: Advertising Board imposes fine

As consumers become more conscious of healthy eating choices, it has emerged that some companies in the food sector are marketing products with misleading statements. Most recently, a product called "Untad Form Light Ekmek," which is also sold in chain supermarkets, was caught on the radar of the Ministry of Trade's Advertising Board due to health and nutrition claims on its packaging that violate regulations.

MISLEADING STATEMENTS USED

An investigation by the Board determined that the product's packaging included phrases such as "fewer calories," "longer feeling of fullness," "source of fiber," and "facilitates digestion." However, it was determined that these statements were not in compliance with the relevant legislation.

In particular, it was revealed that the "low calorie" claim did not reflect the truth. According to the Turkish Food Codex, for a product to be described as "low calorie," it must contain no more than 40 kilocalories of energy per 100 grams.

However, it was determined that the label of the "Untad Form Light Ekmek" product declared 193 kilocalories (808 kilojoules) of energy per 100 grams. This situation demonstrated that the claim that the product is "low calorie" was contrary to the facts.

FOUND TO BE IN VIOLATION OF REGULATIONS

Furthermore, phrases on the product packaging such as "facilitates digestion" and "helps eliminate toxins" were also scrutinized. The Advertising Board emphasized that such health claims can only be used if they are scientifically proven and compliant with regulations, stating that the company violated these rules.

As a result of the evaluations, an administrative fine of 86,358 Turkish Lira was imposed on Aksaray Unlu Mamülleri Gıda Sanayi ve Ticaret Ltd. Şti. Additionally, it was decided to stop the advertisements and promotions that mislead consumers.