ASA takes action over PureCraft false health claims
Baking company AB Mauri has removed all promotions of the products from its PureCraft website after the firm was contacted by the Advertising Standards Authority (ASA) with regard to health claims.
On 13 January, a week after AB Mauri advertised that its Pure ProGrains range offered ‘significant health and nutritional benefits’, the Real Bread campaign contacted the firm to challenge whether the health claims could be substantiated.
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