Food producer Sanitarium has pulled a TV ad for its gluten-free Weet-Bix product, following a complaint from a medical doctor.
In the official complaint filed with the Advertising Standards Authority (ASA), the doctor takes exception to the suggestion in the ad that gluten-free Weet-Bix could help reduce discomfort caused by bloating.
The ad features a presenter speaking to a woman about why she has opted for a gluten-free diet.
"I felt quite bloated and since I've been eating less gluten I feel a lot lighter and have more energy," the women said in the ad.
Thereafter, the presenter hands her a box of gluten-free Weet-Bix and says "Now you can go back to Weet-Bix for breakfast."