ASA Adjudication on Skoosh
6 Market Strand
24 October 2012
Internet (on own site)
Food and drink
Number of complaints:
On 14 June 2012, the Commission Regulation (EU) No 432/21012 of 16 May 2012 establishing a list of permitted health claims made on foods, other than those referring to the reduction of disease risk and to children's health, came into force. Unauthorised claims would be subject to a six-month period of grace until 14 December 2012. The complaints below were considered as they appeared in July 2012 under the then current rules on health and nutritional claims for foods.
Summary of Council decision:
Three issues were investigated, all were Upheld.
Claims on the website www.iloveskoosh.com, promoting a frozen yogurt store. A page entitled "Healthy Stuff!" stated "Skoosh pure frozen yogurt is quite simply the most natural healthy way to eat". A second page, entitled "All About Skoosh Frozen yogurt", contained claims which read "Helps aid digestion", "Helps the immune system", "Helps prevent infections", "Lowers cholesterol", "Reduces blood pressure" and "Builds strong bones and teeth".
The complainant challenged whether the following claims were misleading and could be substantiated:
1. "Skoosh pure frozen yogurt is quite simply the most natural healthy way to eat";
2. "Helps aid digestion", "Helps the immune system" and "Builds strong bones and teeth"; and
3. "Reduces blood pressure", "Helps prevent infections", "Lowers cholesterol".
CAP Code (Edition 12)
1., 2. & 3. Skoosh did not respond to the ASA's enquiries.
1., 2. & 3. Upheld
The ASA was concerned by Skoosh's lack of substantive response and apparent disregard for the Code, which was a breach of CAP Code clause 1.7 (Unreasonable delay). We reminded them of their responsibility to provide a substantive response to our enquiries and told them to do so in future.
We considered that the claims "Reduces blood pressure", "Helps prevent infections" and "Lowers cholesterol" were disease-risk reduction claims. We noted that reduction of disease-risk claims were only acceptable under the CAP Code if they had been authorised by the European Commission. In the absence of evidence from Skoosh that these claims were authorised by the European Commission, we concluded that they were in breach of the Code. We considered that the other health claims in the ad would be acceptable if Skoosh could support them with robust evidence. Because they had not provided this evidence, we concluded that the claims were unsubstantiated and therefore in breach of the Code.
The ad breached CAP Code (Edition 12) rules 1.7 (Unreasonable delay), 3.1 (Misleading advertising), 3.7 (Substantiation), 3.11 (Exaggeration), and 15.6.2 (Food, food supplements and associated health and nutrition claims).
The ad must not appear again in its current form. We referred the matter to CAP's Compliance team.