18-05-2025
Can't claim ‘no artificial colours' while listing some on your chip packet, ad watchdog rules
The packaging on Master Chips has been found to be misleading for claiming the snacks have 'no artificial colours'.
While the company argued its claim was true, the ingredient list included synthetic dyes E110 and E104.
The ARB accepted the company was being truthful, but ruled the labelling was inconsistent and could confuse consumers.
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The Advertising Regulatory Board (ARB) has upheld a complaint against The Snack Chip Co. over misleading claims that its Master Chips contained no synthetic colouring. While the front of the packaging claims 'no artificial colors', the ingredients listed on the back of the package include synthetic dyes.
The list included synthetic dyes E110 (Sunset Yellow) and E104 (Quinoline Yellow).
The complainant argued that the labelling created confusion and misled health-conscious consumers, who rely on accurate product information.
The company argued that while synthetic dyes were listed as E-numbers for 'classification and traceability purposes,' the actual product formulations did not contain artificial colourants.
The ARB ruled against The Snack Chip Co., stating that the packaging was indeed misleading.
'While the directorate accepts that the sworn guarantee by the flavour supplier should be true, the directorate cannot comprehend why, then, unused ingredients that contradict the 'no artificial colors' statement, are listed on the back of the packaging,' the ruling read.
According to the ARB, the presence of synthetic dyes in the ingredient list directly contradicted the front claim of 'no artificial colours', creating an inconsistency that could confuse or mislead consumers.
The ARB instructed the respondents to remove the statement from the product packaging entirely or ensure that the ingredients list accurately reflects the product's actual composition.
