The Advertising Standards Authority (ASA) has rejected a complaint by the Real Bread Campaign that an advert for Allinson’s bread was misleading.

The Real Bread Campaign lodged an objection to the ad, which showed a photo of a sliced, wrapped Allinson loaf underneath a picture of hands kneading dough with the strapline ‘Allinson Today’, in April of this year.

It claimed that the image misleadingly implied that Allinson’s bread was made by hand; that the use of the word “wholemeal” in the ad was misleading, because it believed the bread was not made with 100% wholemeal flour; and that the claim “the bread ... still has no artificial preservatives” was misleading.
However, all of the complaints were today rejected the ASA.

Real Bread Campaign coordinator Chris Young said the organisation was “shocked” at the decision.

For the full story see the next issue of British Baker, out on 21 September, 2012.