The complainant, a medical doctor, called the ad "extremely irresponsible" for claiming gluten free Weet-Bix will alleviate bloating, which they note is "an extremely common complaint due to a plethora of reasons".
They highlight that the ad fails to acknowledge the breakfast cereal as a product intended for a prescribed gluten-free diet while purporting it as a fix for anyone experiencing bloating.
"At no point does the dialogue state that this sort of product is really meant for inclusion in a gluten-free diet, as prescribed for those who are diagnosed with an auto immune disease e.g. coeliac disease (which requires antibody testing) and only affects a tiny portion of society.
They go on to state: "The implication is that any member of the public who might feel bloated, an extremely common complaint which can be due to a plethora of reasons, will benefit from this product, making them feel lighter and more energised."
The ASA ruled under the Code for Advertising Food the ad was in breach of two principles which include failing to uphold a "sense of high standard of social responsibility to consumers" in making a "generalised misleading health claim" and exploiting a "lack of consumer knowledge".
Sanitarium has responded by removing the ad and stating it will not be run again.
